ITV opens creative studio for ad funded entertainment

ITV is aiming for a larger slice of the ad funded entertainment market by launching its own full service creative studio, BE Studio, with the aim of helping brands build emotional connections with ITV’s audience through the co-creation of new formats.

The ad funded entertainment sector has grown significantly over the past 12 months, with shows across all 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 and ITV is now actively taking more opportunities to market for brands including fashion, travel and food.

In launching BE Studio ITV claims to be actively investing in additional ad funded entertainment and social production resources and bolstering creative capability with greater integration between ITV Commercial and ITV Creative.

BE Studio also builds on the success and growth of ITV’s creative partnerships over the past five years which has seen an increase in the number of integrated commercial partners across programmes including Love Island and Big Brother.

BE Studio director Bhavit Chandrani 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.”