ITV to launch ITVBe

February 12, 2014 10.38 Europe/London By Julian Clover

The Only Way is EssexITV is to launch a further new channel; ITVBe will feature lifestyle and reality programming from the UK and the US.

A companion channel to ITV2, ITVBe will also become the exclusive home of popular ‘reality’ series The Only Way is Essex (pictured).

The new channel which is aimed at a younger, female audience will launch towards the end of this year and will be wholly funded by advertising and sponsorship. It will be available free on all major broadcasting platforms, including Freeview, Sky and Virgin.

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