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.
IABM reveals winners of the Inaugural IABM Impact Awards 2025
IABM has announced the winners of the 2025 IABM Impact Awards at a ceremony held at IBC in Amsterdam.
AO World’s Geoff Cooper appointed Chair of Channel 4
Geoff Cooper has been appointed as the next Chair of UK broadcaster Channel 4. Currently Chair of online electronics retailer AO World, Cooper will succeed interim Chair Dawn Airey on 1 October 2025.
SMPTE, EBU, and VSF win Emmy award for developing ST 2110
The Society of Motion Picture and Television Engineers (SMPTE), the European Broadcasting Union (EBU), and Video Services Forum (VSF) are to receive an Emmy award for Outstanding Achievement in Engineering, Science & Technology for the development of SMPTE ST 2110.
Big Blue Marble takes on the world
Austria-based ORS Group and Insys Video Technologies are exhibiting for the first time under their joint international Big Blue Marble brand as they present their shared mission to “create a smarter, connected, secure future for content distribution”.
Broadcasters find growth in partnerships
A billion hours of YouTube is watched on TV every day, and broadcasters need to figure out how to adapt.
.jpg)
