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.”