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This new label will focus on scalable reality formats as well as mainstream entertainment, which will be produced and distributed by BBC Studios both in the UK and globally.

For the first time, small to medium-sized businesses will be able to run a single campaign across Sky, Channel 4, and ITV. The new self-service TV ad buying marketplace aims to encourage new brands to TV.

Unveiled to 500+ advertisers at ITV Showcase, the three tools—Lead Gen Ads, YouTube Affinities, and Outcomes Planner—leverage ITVX interactivity, Google audience data, and 750 outcomes studies to maximize ROI, targeting, and lead capture.

The announcement comes as filming concludes on the third series, which has been in production across London since January. The series is in association with All3Media International, who distribute the series internationally.

The limited series starring Emma Corrin and Clive Owen will premiere on ITVX from May 25, strengthening ITV’s premium drama slate through a key partnership with Disney Entertainment.