Entertainment and reality TV takes centre stage on new ITVBe channel

ITV is launching a new to free-to-air channel, ITVBe, aimed at a younger, female audience.

The channel will feature the best entertaining lifestyle and reality programming from the UK and the US, Including ITV’s award winning series, The Only Way is Essex and ITV2’s US Real Housewives which will both be moving to ITVBe upon launch.

Peter Fincham, Director of Television at ITV, said:
 
“Expanding ITV’s family of channels to introduce a new free-to-air, female skewing channel focusing on entertainment and reality means our viewers will have access to even more great content. We identified an opportunity to develop what is currently part of the ITV2 schedule – reality and non-scripted shows, which are very popular with young women and housewives with kids – into a distinct channel proposition, aimed more squarely at that audience. ITV2 will continue to be the youngest channel in our portfolio, outside of CITV, and the strategy of bringing more scripted series, both acquired and commissioned, will continue apace, alongside panel shows, formats and other young skewing commissions.”

Along with the recent announcement of ITV Encore – which will be home to some of ITV’s most successful drama series of recent years together with original commissions from 2015 – The launch will see ITV’s family of channels expand to seven channels.

ITVBe, launches towards the end of the year, and will be wholly funded by advertising and sponsorship.