ITV has launched BE Studio, a full-service creative studio to produce ad funded entertainment (AFE).
ITV said that BE Studio will help brands “build emotional connections with ITV’s audience” through the co-creation of entirely new formats.

AFE has grown significantly with shows across genres including Cooking with the Stars with M&S, DNA Journey with Ancestry, and John and Lisa Down-Under with Trailfinders.
The recently announced Champions series which goes behind the scenes of the world of jump racing in association with Flutter Group and Racecourse Media Group is the first BE Studio production.
ITV said it is now actively taking more AFE opportunities to market for brands including fashion, travel and food.
As part of the launch of BE Studio, ITV said it is investing in additional AFE and social production resources and bolstering creative capability with greater integration between ITV Commercial and ITV Creative.
Bhavit Chandrani, Director of BE Studio, said: “ITV has always been a market leader at creating 360-degree partnerships with brands thanks to our unique position as an integrated producer and broadcaster/streamer. With the launch of BE Studio we’re excited to offer even more opportunities to reach ITV’s audience in creative ways through the co-creation of ad funded entertainment.”
You are not signed in
Only registered users can comment on this article.

IBC2025 Conference to tackle M&E industry’s business-critical challenges
Running across three days, from 12-15 September, the IBC2025 Conference is set to welcome visionary speakers, industry leaders and innovators to tackle some of the biggest talking points across the media and entertainment industry.

UKTV Chief Creative Officer Richard Watsham to depart
Richard Watsham, Chief Creative Officer at UKTV and Global Director of Acquisitions for BBC Studios/UKTV, is stepping down from his roles in September after a 14-year tenure in the business.

IBC x Google Cloud Hackfest Dry-run Lights Up London and Dublin
The IBC x Google Cloud Hackfest Supported by Formula E kicked off in London Friday July 4 with a stellar cast of ITV, Sky, Channel 4 and RTE engineer teams, supported by Google coaches.

BBC tells senior staff to step back following Glastonbury row
The BBC has reportedly told a small number of senior staff to step back from their day-to-day duties on music and live events in the wake of the Glastonbury broadcast of Bob Vylan's controversial set.

Netflix in talks with Spotify about live music events
Netflix has held reportedly talks with Spotify about collaborating on music-focused live events projects as both streaming platforms seek new offerings to drive growth.