UK’s ITV launches BE Studio as it continues push into ad-funded entertainment

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UK commercial broadcaster ITV is launching a full-service creative studio to produce ad-funded entertainment (AFE).

BE Studio will continue ITV’s push into AFE, which has seen it make shows such as Cooking with the Stars with M&S, DNA Journey with Ancestry, and John and Lisa Down-Under with Trailfinders.

Bhavit-Chandrani

The broadcaster said BE Studio will help brands build “emotional connections” with ITV’s audience through the co-creation of entirely new formats.

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 is now looking to connect with more brands in areas such as fashion, travel and food for more AFE opportunities as it seeks greater integration between ITV Commercial and ITV Creative.

BE Studio comes after ITV has grown its number of creative partnerships over the past five years to integrate commercial partners across programmes including Love Island and Big Brother.

Bhavit Chandrani, director of BE Studio and formerly director of creative and digital partnerships at ITV, 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.”