ITV To Launch OK Masthead

ITV is to launch a new celebrity show based on the weekly OK Magazine. The new masthead show, called OKTV! will be made by Carlton Television, and has been under discussion at ITV for the past twelve months.

Whilst in planning, ITV commissioned pilots from both Northern & Shell’s OK and Hello!, its closest rival. Controller of daytime Dianne Nelmes commented: “The decision was a difficult and close one, but in the end we felt the OK brand and range of celebrity relationships was closer to the ITV audience.”

The Independent Television Commission (ITC) revised its codes on masthead TV programmes last year, and decided to allow them on terrestrial television when previously they had only been permitted on cable and satellite channels (see Newsline). OKTV! is the first masthead programme to hit the ITV airwaves, and is expected to launch later this year.

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