ITV, Awesomeness launch content strand

UK commercial broadcaster ITV has partnered with online youth network AwesomenessTV to launch a new strand of programmes for ITV2 and catch-up service ITVHub.

Simon Pitts

2Awesome will see ITV broadcast exclusive UK premieres of AwesomenessTV’s longform premium series as part of a two-hour ITV2 show on Sunday afternoons.

The strand will be hosted by UK presenters from both TV and social media and will also have a permanent home on ITV Hub.

In addition, 2Awesome will unveil UK premieres of some of AwesomenessTV’s programmes, including dramas, comedies and docu-reality shows.

It will launch on January 8 on ITV2 with Guidance, Side Effects, Third Wheel, LA Story and Arts Academy.

A selection of AwesomenessTV shows will also premiere exclusively on ITV Hub starting from December 10. These include psychological thriller T@gged as well as Freakish and Foursome, all of which become the first exclusive original series to ITV Hub.

The partnership will also see AwesomenessTV and ITV Studios joining forces to coproduce scripted and unscripted programmes for ITV2, starting in 2017. ITV Global Entertainment will license the new shows in international markets.

“2Awesome is a really exciting development for ITV2 and the ITV Hub and the first step in our partnership with AwesomenessTV to produce, broadcast and distribute new shows for youth audiences,” said Simon Pitts, MD of online, pay TV and interactive at ITV.

AwesomenessTV – owned by DreamWorks Animation, Hearst and Verizon – was founded by Brian Robbins, producer of Smallville and One Tree Hill, and has become a leading global youth brand. It has created drama, comedy and entertainment series for platforms including Verizon, Netflix and Hulu, working with YouTube content creators.