ITVBe will feature lifestyle and reality programming from the UK and the US, becoming the exclusive home of The Only Way is Essex.

The channel will be available free on all major broadcasting platforms, including Freeview, Sky and Virgin.

Adam Crozier, Chief Executive of ITV, commented: “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.”

Meanwhile, ITV2 will focus on scripted series, panel shows and other acquisitions aimed at a youth audience.

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