ITV creates brand-funded unit BE Studio to create ‘entirely new formats’

Love Island

UK commercial broadcaster ITV has launched a new ad-funded entertainment unit to create entirely new formats with brands.

BE Studio is being led by director Bhavit Chandrani, who had previously led digital partnerships at ITV, and will generate new IP with the input of ad clients.

Branded content has been growing rapidly over recent years as producers and broadcasters look for addiitonal revenue streams, and ITV said it is “now actively taking more AFE [ad-funded entertainment] opportunities to market for brands including fashion, travel and food.”

The broadcaster is already working on shows such as Love Island and Big Brother with brands, such as Cooking With The Stars with retailer M&S, DNA Journey with online firm Ancestry, and John And Lisa Down-Under with holiday company Trailfinders.

The recently announced Champions series, which goes behind the scenes of the world of jump racing, is being produced in association with gambling firm Flutter Group and Racecourse Media Group. It is being produced by South Shore and will also become the first BE Studio production.

Chandrani said the move would allow the company “to offer even more opportunities to reach ITV’s audience in creative ways through the co-creation of ad funded entertainment.”