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ITV Studios Daytime chief to lead factual label as it expands to include daytime alongside current affairs, premium documentaries and factual entertainment.

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.

David Brindley steps in as CEO, joined by Dan Adamson, David Clews, and Shireen Abbott in newly defined leadership roles, as the award-winning unscripted label builds on hits like “Destination X” and “The Reluctant Traveler” and eyes further international expansion.

Carter takes up the role in the summer from Angela Jain and will assume responsibility for all of ITV Studios’ unscripted business in the UK, which comprises 11 unscripted labels.

Blair has been promoted to Creative Director, and Vicky Flind has been named in the newly created role of Head of Current Affairs.