After nearly 11 years of serving up reality TV and lifestyle programming, ITVBe has officially closed its doors. On 9 June 2025, the channel ceased broadcasting, making way for a brand-new network: ITV Quiz, which now occupies the same channel slot across Freeview, Sky, Virgin Media, and Freesat.

Launched in October 2014, ITVBe became a go-to hub for reality TV fans. Shows like The Only Way Is Essex (TOWIE), The Real Housewives of Cheshire, Dinner Date, and Botched made it a staple for audiences who enjoyed glamour, drama, and personality-driven content. It also catered to younger audiences with LittleBe, a morning block of pre-school shows. But as viewing habits continue to evolve and linear channels face increasing pressure from streaming platforms, ITV has opted to restructure its portfolio.

Welcome to ITV Quiz: Game Shows All Day, Every Day

In place of ITVBe, ITV Quiz launched with a clear mission: non-stop game and quiz shows. This new channel is tailor-made for fans of classic TV formats and casual viewing. Its schedule includes:

• Deal or No Deal – Featuring episodes from the 2024 reboot hosted by Stephen Mulhern.

• Wheel of Fortune – Another revived classic, featuring the updated 2024 version.

• Tipping Point – Ben Shephard’s hit game show continues to draw in viewers with its suspenseful coin-drop format.

• Tenable – A Top 10 list trivia game hosted by Warwick Davis.

• Lingo – A word-based challenge show that mixes vocabulary with fast-paced competition.

• Who Wants to Be a Millionaire? – Episodes from 2018 onwards, hosted by Jeremy Clarkson.

Although many expected The Chase to be a central part of ITV Quiz, the show is currently only available through ITVX, ITV’s online streaming platform.

The appeal of ITV Quiz lies in its familiarity, affordability, and versatility. These game shows require relatively low production costs compared to scripted dramas or reality TV and can be endlessly rerun without losing entertainment value. For ITV, it’s a smart way to monetize popular content while reducing operational costs.

ITV2: Reality Boost, Kids’ TV Reduced

Alongside the closure of ITVBe, ITV2 has seen a notable programming shift. ITV2 now serves as the new home for many of ITVBe’s most-watched reality titles. TOWIE and The Real Housewives of Cheshire will return to the screen on ITV2, with TOWIE set for a bi-weekly format beginning in autumn 2025.

At the same time, children’s programming is being scaled back on ITV2. The CITV brand, which previously aired kids’ content during weekend mornings, has been quietly removed from linear schedules. Instead, ITV has migrated its children’s programming to ITVX Kids, a dedicated section within its streaming platform aimed at younger audiences.

This move reflects broader viewing trends—children now overwhelmingly consume content on-demand rather than via scheduled TV. ITVX Kids offers a more flexible, digital-first environment where shows are accessible anytime, anywhere, with age-appropriate content all in one place.

A New Era for ITV

ITVBe’s closure marks the end of a chapter, but not the end of its spirit. Its key reality shows will live on through ITV2 and ITVX. Meanwhile, ITV Quiz brings a nostalgic yet practical approach to linear broadcasting—providing comforting, familiar entertainment for viewers across generations.

As ITV sharpens its digital strategy and streamlines its linear offerings, one thing is clear: the network is adapting to changing times, aiming to balance nostalgia, affordability, and evolving viewer habits in a competitive media landscape.