NDM - ITV to launch female-focused channel

http://www.theguardian.com/media/2014/feb/12/itv-new-channel-itvbe-the-only-way-is-essex

This article focuses on the a ITV launching a new channel called ITVBe which primarily targeting the female audience and be shown towards the end of the year. ITVBe will be available on Sky, Freeview, Virgin and will be focusing on the lifestyle  and reality TV programming. Significantly, the target audience for ITVBe are young females and therefore the programmes which would be shown will be directly aimed at females, such as The Only Way is Essex, Real Housewives and US Real Housewives. 

The director of Television at ITV, Peter Fincham states: "We identified an opportunity to develop what is currently part of the ITV2 schedule – reality and non-scripted shows, which are very popular with young women and housewives with kids - into a distinct channel proposition, aimed more squarely at that audience". This establishes that ITVBe will have similar elements to ITV2 but the programmes that will be aired would solely for female entertainment. Additionally, Adam Crozier (chief executive of ITV) argues notes: "ITVBe reinforces our plan to maximise audiences and revenues from our broadcasting business". This establishes that the launch of this new channel may increase revenue for ITV and attract a large mass of audience.

Overall, the launch of ITVBe could be highly successful among the female audience as it gives them an opportunity to watch programmes which meets their criteria. As the channel is aimed at a female demographic this would be significant in allowing them to watch their favourite programmes daily, which would of been shown on ITV2. As a result, ITVBe may attract a large mass of female audience and therefore increasing the revenue for the company.