ITVBe – new digital channel from ITV

ITVBeITVBe is a new channel from the ITV stable which will feature lifestyle and reality programming from both the UK and the US.

They say that the new channel will launch near the end of this year, and will be aimed at young women, and will also be a free channel on Freeview, Sky, Virgin and all other channels.

You’d think already had channels which were devoted to women – they’re called ITV and ITV2!

Oh, and ITVBe will also be the only place to watch The Only Way is Essex (the horror….)

ITV head cheese Adam Crozier said “ITVBe will be a terrific new addition to our family of channels. It reinforces our plan to maximise audiences and revenues from our broadcasting business. Alongside our recently announced new pay channel ITV Encore, this is another important step forward in our strategy to become the most watched, most loved and most talked about family of free and pay channels for every household and every advertiser in the UK.”