ITV launches new channel for women

ITV launches new channel for women

ITV is launching a new channel aimed at young women, it has been announced.

ITVBe will offer "the best entertaining lifestyle and reality programming from the UK and the US," according to the broadcaster.The new channel will feature programmes such as The Only Way Is Essex and The Real Housewives shows and is "likely to appeal to a younger, female audience".The Only Way Is Essex has been a rating hit for ITV2 since it was launched and has made stars of its cast, including Mark Wright and Amy Childs.ITV's director of television Peter Fincham said: "We identified an opportunity to develop what is currently part of the ITV2 schedule - reality and non-scripted shows, which are very popular with young women and housewives with kids - into a distinct channel proposition, aimed more squarely at that audience."Adam Crozier, Chief Executive of ITV, added: "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 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."ITVBe will launch later this year.


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