ITV to launch female-focused channel

http://www.theguardian.com/media/2014/feb/12/itv-new-channel-itvbe-the-only-way-is-essex

ITV have introduced a new show, a show which is female focused, free to air channel, which is called ITVBE, which will become the home of shows including The Only Way is Essex. The New channel, which has focus on the lifestyle and the reality TV programming, will launch towards the end of the year and will be available on Freeview, Sky and Virgin. The show will be targeted at a younger, female audience and will feature acquired programming such as the US Real Housewives. ITV 2 is to tighten it focus onto entertainment programming aimed at aimed 16 -34 years olds including comedy and drama series, panels shows and formats.

"We identified an opportunity to develop what is currently part of the ITV2 schedule – reality and non-scripted shows, which are very popular with young women and housewives with kids - into a distinct channel proposition, aimed more squarely at that audience’’

"ITV2 will continue to be the youngest channel in our portfolio, outside of CITV, and the strategy of bringing more scripted series, both acquired and commissioned, will continue apace, alongside panel shows, formats and other young-skewing commissions."

"ITVBe reinforces our plan to maximise audiences and revenues from our broadcasting business," said Adam Crozier, chief executive of ITV. "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."

I think that these shows we be very effective and good for the female group, as they’ll have a show discussing and talking about these well-known and popular shows which are important in our society nowadays, as these girls are basic like role models and leaders on these shows, as they want to live this life style and scenes.