ITV announces new lifestyle, reality channel

Rebecca Hawkes | 12-02-2014

British commercial broadcaster ITV is to launch a new female-oriented free-to-air channel, ITVBe, at the end of 2014.

Set to become the exclusive home of the hit ITV reality series The Only Way is Essex, ITVBe will also offer other lifestyle and reality content from the UK and US.

"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," said Adam Crozier, chief executive of ITV.

ITVBe will be available on the Freeview, Sky and Virgin Media broadcasting platforms.