ITV has announced that it is ready to add a new free-to-air channel by the name ITVBe, and its launch is slated later this year. The new channel will focus predominantly on young women. The channel will hence concentrate on entertainment and reality content, and will showcase the broadcaster’s award-winning reality series, like,’The Only Way Is Essex’ and also ‘The Real Housewives’.
The channel will get funding through advertising and sponsorship and will be available free of charge to audiences over Sky, Freeview and Virgin Media. The broadcaster insists that the new channel will not affect ITV2 and will position itself through shows like The Job Lot, Plebs and Celebrity Juice.
The Chief Executive, Adam Crozier, of ITV expects this new free-to-air channel to draw in more audience and revenue too. Meanwhile, ITV has plans to start a pay-TV drama channel on the Sky network.
