ITV is to expand its free-to-air channel offering with the launch of ITVBe, which will air a range of lifestyle and reality programming from the UK and the US.
Targeting a younger, female audience, ITVBe – which will launch towards the end of the year – 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, available free on all major broadcasting platforms, including Freeview, Sky and Virgin.
“[ITVBe] reinforces our plan to maximise audiences and revenues from our broadcasting business,” said Adam Crozier, chief executive, ITV.
“Alongside out recently announced new pay channel ITV Encore, this is another important step forward in our strategy to become the most watched, most loved and most talked about family of free and pay channels for every household and every advertiser in the UK.”
ITV Encore launched last month on Sky – ITV’s first new channel in eight years.
Peter Fincham, director of television at ITV, added: “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.”
