The yet-to-be-named label will focus on scalable, returning competitive formats and integrate the portfolios of Potato and 12 Yard, as ITV Studios ramps up investment in globally marketable unscripted IP.
In just three months, the platform entered the Top 5 U.S. Entertainment Apps on Google Play, achieved 500% growth in monthly user spend, and plans 280 original productions by 2026 across 177 global markets.
The six-episode series will premiere on Channel 4 in the UK and on Tubi in the US and Canada in 2026. The series is written and created by Camilla Whitehill and produced by Fremantle’s Dancing Ledge Productions.
After three years leading global acquisitions and content strategy, Hurst departs following Blue Ant’s reverse takeover of Boat Rocker and its buy-out of Boat Rocker Studios, with plans to take a sabbatical in 2026.
The 2025 edition drew over 750 delegates from more than 65 countries, with 400+ buyers and 100+ exhibitors; new dates aim to boost deal flow, increase buyer efficiency, and reinforce strategic growth with two new board appointments.