ITV Studios is set to launch a new entertainment label in January 2026, focused on scalable and competitive formats, as Tim Carter, Managing Director of Unscripted, UK at ITV Studios, appoints Lily Wilson as Managing Director and Tom Williams as Creative Director. The name of the new label will be revealed at its formal launch in January, when both executives take up their roles.
The label will specialize in ambitious, primetime formats designed to be brand-defining and returning. Positioned to meet growing global demand for premium competitive entertainment, the label aims to deliver high-impact, scalable IP for both domestic and international markets. It will also become the new production home for the established Potato team, as well as the extensive quiz and entertainment catalogue from both Potato and 12 Yard.
Commenting on the appointments, Tim Carter stated: “Lily has been synonymous with the biggest shows on television and intimately understands what it takes to create excellence. Tom is one of the most exciting originators in the industry. Together they are unstoppable, and with the heft and popularity of Potato’s shows and 12 Yard’s IP behind them, they promise to create a new force in entertainment.”
Lily Wilson added: “I am absolutely thrilled to be joining ITV Studios to lead this exciting new label. I have had an amazing six years in Commissioning and now cannot wait to return to my original love – programme making. I am so looking forward to working more closely with the hugely talented team at Potato, and of course with Tom, to bring some exciting new entertainment formats to the market.”
Tom Williams commented: “My four years at TalkbackThames have been truly wonderful, working on projects I’ve loved alongside brilliant people right across the business. So while I’m sad to be leaving, the chance to join ITV Studios and work with the exceptional Lily on such an exciting new venture was something I had to say yes to. I can’t wait to get cracking with the Potato team as we set our sights on creating TV’s next big hits.”
Lily Wilson joins from her role as Commissioning Editor, Entertainment at ITV, a position she has held for the past six years. Her commissioning track record includes some of ITV’s most iconic franchises, such as "Britain’s Got Talent," "The Voice," "Saturday Night Takeaway," and "The BRIT Awards." She also revived ITV’s "An Audience With" format with Adele, and commissioned "Cooking with the Stars," now in its fifth season. Prior to her commissioning role, Wilson produced a range of high-profile formats including "I’m A Celebrity," "Love Island," "The Jump," and "Britain’s Got Talent," and helped lead the relaunch of "The Voice UK" on ITV.
Tom Williams joins from TalkbackThames, where he was Creative Director and played a key role in creating formats such as "Battle Camp" for Netflix and "The Big Celebrity Detox" for E4. He also contributed to the development of "Starstruck" (ITV), "The Wall" (NBC), and a reboot of "Ready Steady Cook" (BBC) during his time at Banijay label Remarkable. Reporting into Wilson, Williams will be responsible for ensuring the label creates and launches bold, original entertainment IP.
The new label will operate from bases in London and Glasgow.
The label inherits a proven catalogue of successful competitive formats led by Creative Directors Martin Scott and Phil Mount, and Head of Production Christina Clayton. Key titles include "Puzzling" for Channel 5, "The Chase" with Bradley Walsh—which recently celebrated 15 years on ITV—"Beat The Chasers," "The Finish Line" with Roman Kemp and Sarah Greene (renewed for a third season on BBC One), "PopMaster" with Ken Bruce for More4 (commissioned for its third and fourth seasons), and "Bullseye" with Freddie Flintoff, following the success of the ITV Christmas specials.
With Wilson and Williams at the helm, the new label is expected to become a major player in the evolving entertainment format space, building on ITV Studios’ rich legacy in unscripted programming and tapping into global demand for scalable, returnable IP.
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