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Wednesday, 12 February 2014

ITV to Launch new Lifestyle Channel ITVBe

ITV have announced they are to expand their family of channels with the launch of ITVBe, featuring the best entertaining lifestyle and reality programming from the UK and the US.

From its launch, ITVBe will become the exclusive home of the BAFTA-award winning series, The Only Way is Essex. The new channel will also feature acquired content including the US Real Housewives franchise, which currently airs during ITV2's daytime schedule.

The channel will be available for free across all the major broadcasting platforms, including Freeview, Sky and Virgin Media.

Chief Executive of ITV Adam Crozier said of the news, “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. 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 announcement of ITVBe comes hot on the heels of the news that ITV will be launching its first pay channel on Sky, ITV Encore. Encore will be home to some of ITV's most successful drama series of recent years with original commissions from 2015.

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