ITV soaps go international

ITV is set to launch a new brand that will allow people to watch soaps abroad.

ITV Essentials, created in partnership with Saffron Digital, will launch on 12 December in twelve European territories including France, Greece, Italy and the Netherlands – available for a monthly subscription of €5.49 (£4.63).

The move is part of the free-to-air broadcaster’s ongoing strategy to test new business models that deliver content to viewers in new ways, while continuing to drive revenue streams by exploiting content across multiple platforms.

“This is a landmark deal for ITV,” said Neale Dennett, ITV’s controller of pay and distribution. “We are thrilled that we can now deliver the UK’s favourite soaps to the millions of British fans living and visiting abroad.”

Saffron Digital’s president, Jason Keane, added: “This is an elegant solution to finding ways to reach more soap fans across Europe. ITV have really raised the bar with this initiative and we are thrilled to be the launch partner on this unique service.”