ITV to launch female-skewing channel ITVBe

UK broadcaster ITV is to launch a female-skewing lifestyle and reality channel called ITVBe, which will be home to The Only Way is Essex (pictured) and the Real Housewives franchise.
February 12, 2014

UK broadcaster ITV is to launch a lifestyle and reality channel called ITVBe, which will be the exclusive home of The Only Way is Essex (pictured) and will go live by the end of the year.

The free-to-air channel will target a younger, female demographic, and its programming will feature content from the UK and the U.S., including the acquired Real Housewives franchise.

ITVBe will set out to complement sister network ITV2, which airs scripted series, panel shows and formats, and targets to the 16-34 demographic.

The new female-skewing channel will be the seventh channel for ITV’s family of channels, which also includes ITV3, ITV4, CITV, and the flagship ITV channel.

“ITVBe will be a terrific new addition to our family of channels,” said Adam Crozier, chief executive of ITV. “It reinforces our plan to maximize audiences and revenues from our broadcasting business.”

Peter Fincham, ITV’s director of television, 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.”

About The Author
Managing editor with realscreen publication, an international print and online magazine that covers the non-fiction film and television industries. Darah is an award-winning journalist who has spent over two decades covering a wide range of issues from real estate and urban development to immigration, politics and human rights, primarily with The Vancouver Sun. Prior to joining realscreen, she was editor of Stream Daily, realscreen's sister publication covering the dynamic global digital video industry. She also served a stint as a war reporter in Afghanistan for television and print, and was a national business blogger with Yahoo Canada.