ITV is set to launch a new free-to-air channel which will be the exclusive home of the award winning series, The Only Way is Essex.
Bosses have said that the new channel, called ITVBe, will appeal to a younger female audience and will feature some of ITV2's acquired content like the Real Housewives franchise.
ITVBe will be the new home of TOWIE (ITV/WENN)
ITVBe will launch towards the end of the year, with bosses saying it will complement ITV2 and “strengthen its position as the home of unashamed entertainment for 16-34 year olds.”
The channel will be a wholly ad and funding sponsorship channel, available free on all major platforms like Sky, Freeview 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.”
The channel is set to launch towards the end of 2014.