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The upcoming acquisition will not result in your favourite ITV programmes disappearing behind a subscription paywall. Caroline Frost, TV and podcast editor at Radio Times, explains that ITV is legally obligated to offer a free-to-air service until at least 2034 because of its public service broadcasting licence. However, as Frost points out, some content which initially premieres on free-to-air ITV may eventually appear on subscription platforms over time.
In the near and medium term, major ITV shows such as Coronation Street, Love Island, Emmerdale, and I’m a Celebrity will remain accessible as usual on ITV and ITVX. These popular programmes continue to be produced by ITV Studios, which owns over 60 production companies globally. ITV Studios also creates shows beyond the network, including Line of Duty for the BBC, Rivals for Disney Plus, and the widely streamed Love Island USA. It’s important to note that ITV Studios itself is not being acquired by Sky; rather, if the takeover finalizes, ITV Studios will form its own company, ITV Studios PLC, still owned by current ITV shareholders. The deal is expected to include a supply agreement ensuring that ITV Studios continues producing content for ITV.
There is, of course, potential for change in the future. Sky might decide to discontinue some ITV programmes or renegotiate their contracts, as takeovers typically aim for financial efficiencies. Some analysts foresee operational synergies, especially regarding the streaming platforms, with possible integration of ITVX and Sky’s streaming services down the line. Frost anticipates that viewers of both ITVX and NOW could eventually experience more unified offerings—such as genre-based content bundles rather than channel-specific ones—a move that could lower production expenses and enhance cross-promotion strategies. Nonetheless, any major alterations to flagship shows will be constrained until the current supply deal expires.
Producer Patrick Spence, who recently won a BAFTA for the ITV hit Mr Bates vs The Post Office, describes the acquisition as “exciting.” Currently involved in ITV’s thriller Two Birds, starring Sheridan Smith, Spence has also produced dramas for Sky and appreciates the complementary relationship between the two networks. “When they get behind a show, they really get behind it,” he comments. “They want to make water cooler shows that bring audiences together.” Spence believes this deal signals that the commonly predicted demise of linear broadcast TV may be exaggerated. He adds, “Sky must really like and believe in ITV to be only buying the network. They think there is a business to be grown and driven that uses the audience reach and loyalty that the ITV network has.”
Sky’s prominence in sports broadcasting is well established, holding rights to many Premier League matches and UK Formula 1 coverage through 2034. From Sky’s perspective, acquiring ITV—an established public service broadcaster capable of bidding for ‘listed’ live events—adds value. Such events include the Olympic Games, Grand National, and British Grand Prix, which must be available on free-to-air channels. This explains why Wimbledon airs on the BBC and the World Cup is shared between the BBC and ITV, drawing millions of viewers and advertising revenue for the latter. Former ITV Chairman Peter Bazalgette emphasized, “sport is a massive driver of live viewing and advertising revenue.” Combining Sky’s Premier League coverage with ITV’s sports portfolio, such as the World Cup and Rugby Six Nations, is seen as highly appealing for Comcast.
For viewers, the merger could mean Sky may leverage ITV’s platforms as showcases for content typically exclusive to Sky’s pay services. For example, a Premier League game might be broadcast free on ITV to attract new Sky subscribers. Beyond sports, entertainment programming could also cross over; for instance, ITV might air the first series of Sky’s Eddie Redmayne drama The Day of the Jackal before series two premieres on Sky’s subscription channel. Similarly, Sky’s version of Saturday Night Live UK could find a broader audience on ITV. While Coronation Street may no longer command the massive audiences it once did, it still draws four to five million viewers, making ITV’s leading shows valuable assets. Sky stands to gain access to these loyal audiences, potentially helping to expand the reach of its own productions, such as The Dyers’ Caravan Park, which could be introduced to ITV’s large viewer base following the deal
Read the full article from The BBC here: Read More
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