ITV Studios is launching a new label in January next year, focusing on scalable entertainment and competitive formats.
The as-yet-unnamed venture will be led by Lily Wilson as its Managing Director and Tom Williams as Creative Director. It will be based in Glasgow and London.
The broadcaster said it would focus on “ambitious, primetime, premium, eye-catching formats” and developing “brand-defining, returning entertainment shows in response to a growing global market need.”
It will also become the home to the Potato team as well as its and 12 Yard’s portfolio of quiz shows.
Wilson is currently Commissioning Editor, Entertainment at ITV, where she’s been responsible for Britain’s Got Talent, The Voice, Saturday Night Takeaway and The BRIT Awards. She relaunched ITV’s heritage An Audience With brand with Adele, and commissioned the celeb-based Cooking with the Stars, now in its fifth series.
She’s previously produced I’m A Celebrity, Love Island, Britain’s Got Talent and The Jump.
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“I am absolutely thrilled to be joining ITV Studios to lead this exciting new label,” she said.
“I have had an amazing six years in Commissioning and now cannot wait to return to my original love – programme making. I am so looking forward to working more closely with the hugely talented team at Potato, and of course with Tom, to bring some exciting new entertainment formats to the market.”
Williams, meanwhile, has developed shows including The Million Pound Drop (C4), Mamma Mia! I Have a Dream (ITV). He will move from TalkbackThames where he held the position of Creative Director, responsible for creating shows including Battle Camp (Netflix) and The Big Celebrity Detox (E4).
“My 4 years at TalkbackThames have been truly wonderful, working on projects I’ve loved alongside brilliant people right across the business. So while I’m sad to be leaving, the chance to join ITV Studios and work with the exceptional Lily on such an exciting new venture was something I had to say yes to. I can’t wait to get cracking with the Potato team as we set our sights on creating TV’s next big hits,” added Williams.
Shows from Potato and 12 Yard, which will move into the new label include the likes of The Chase with Bradley Walsh; The Finish Line with Roman Kemp and Sarah Greene; Glasgow produced PopMaster with Ken Bruce for More4; and Bullseye with Freddie Flintoff.
