itv-identITV has announced that it will expand its free-to-air family of channels with the launch of ITVBe, featuring lifestyle and reality programming from the UK and the US. From launch, ITVBe will become the exclusive home of The Only Way is Essex.
ITVBe, which will launch towards the end of 2014, will be wholly funded by advertising and sponsorship, and will be available free on all the 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. Alongside our recently announced new pay channel ITV Encore, this is another important step forward in our strategy.”
Peter Fincham, Director of Television at ITV, said: “Expanding ITV’s family of channels to introduce a new free-to-air channel focusing on entertainment and reality means our viewers will have access to even more great content.”

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By Expat