ITV announced a major revamp of its channel lineup, confirming that it is closing ITVBe and launching a completely new channel, ITV Quiz. The shift is the latest step in the broadcaster’s unstoppable push to streamline its offer, concentrate on genre-specialized programming, and reassert its presence across linear and digital channels like ITVX.

ITVBe, under which reality and lifestyle shows have been located since 2014, will close down later this year. Such flagship titles as The Only Way Is Essex, Sam & Billie: The Mummy Diaries, and Dinner Date will make the move to ITV2, which already shows to a younger demographic with a mix of entertainment and reality programming. ITV says combining ITVBe programming with ITV2 will allow for best reach and simplify the viewing experience, especially for consumers who are viewing more and more content through streaming.

Apart from this, ITV is introducing ITV Quiz – a dedicated channel showcasing the best of British quiz shows, past and present. Viewers can expect to see favourites like The Chase, Tipping Point, Who Wants to Be a Millionaire?, and Catchphrase broadcast all day, every day. The new channel hopes to attract audiences for light-hearted, entertaining, and brain-stretching TV, capitalizing on the enduring popularity of the quiz genre.

These changes come as ITV itself continues to adapt to changing viewer habits, with genre-specific channels and viewing on demand becoming increasingly mainstream. ITV believes ITV Quiz will be a destination of choice for the quiz audience, while incorporating ITVBe content into ITV2 will create a more solid, more intense entertainment offer. By making these changes, ITV is hoping to offer a stronger content proposition and improve its overall brand presence in an increasingly dynamic media landscape.