ITV confirms ITVBe launch date

ITV has confirmed new free to air channel ITVBe is to launch on 8th October 2014.

Targeting a younger, female audience, ITVBe will become the exclusive home of ITV’s The Only Way is Essex, as well as featuring acquired content, including US Real Housewives.

The new channel will be wholly funded by advertising and sponsorship, and will be available free on all major broadcasting platforms, including Freeview, Sky and Virgin.

Announcing the channel at the start of the year, ITV’s director of television, Peter Fincham, said that the broadcaster had identified an opportunity to develop what is currently part of the ITV2 schedule – reality and non-scripted shows – into a distinct channel proposition.

“ITV2 will continue to be the youngest channel in our portfolio, outside of CITV,” he said, “and the strategy of bringing more scripted series, both acquired and commissioned, will continue apace, alongside panel shows, formats and other young skewing commissions.”