ITV has unveiled the launch of BE Studio – a full service creative studio to produce Ad Funded Entertainment (AFE).

Recent AFE shows include Cooking with the Stars with M&S, DNA Journey with Ancestry, and John and Lisa Down-Under with Trailfinders. The recently announced ‘Champions’ series which goes behind the scenes of the world of jump racing in association with Flutter Group and Racecourse Media Group is the first BE Studio production and ITV is “now actively taking more AFE opportunities to market for brands including fashion, travel and food.”

Bhavit Chandrani, Director of BE Studio, said: “ITV has always been a market leader at creating 360 degree partnerships with brands thanks to our unique position as an integrated producer and broadcaster/streamer. With the launch of BE Studio we’re excited to offer even more opportunities to reach ITV‘s audience in creative ways through the co-creation of Ad Funded Entertainment.”

Jon Creamer

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