ITV has this week launched BE Studio,  a new full service creative studio that will exclusively work on Ad Funded Entertainment (AFE) in order to help brands build emotional connections with ITV audiences.

The studio will look to build these connections primarily through the development of entirely new formats in a bid to capitalise on the rapid expansion of AFE, which has grown significantly with shows across genres including Cooking with the Stars with M&S, DNA Journey with Ancestry, and John and Lisa Down-Under with Trailfinders.

The broadcaster’s decision to launch BE Studio will help it build upon its investments additional AFE and Social Production resources whilst solidifying whilst solidifying existing creative capability with greater integration between ITV Commercial and ITV Creative.

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“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,” BE Studio director, Bhavit Chandrani said.

“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.”

BE Studio’s first production to air will be the recently announced ‘Champions’ series, which gives viewers a candid, behind-the-scenes take on the world of jump racing in association with Flutter Group and Racecourse Media Group.