Is ITV’s decision to launch a new female-focussed channel on the money?

Earlier this week ITV revealed plans to launch ITVBe, its first free-to-air channel since 2006, which will target young women and housewives with children.

The broadcaster plans to uproot The Only Way Is Essex from its ITV2 home to become the lynchpin of the new channel, as it offers a home for reality programming which it believes can compete with pay-TV rivals, such as TLC and Lifetime.

Meanwhile, ITV2 will feature scripted and entertainment content for 16-34 year-olds, such as Plebs and Celebrity Juice.

Has ITV made a good decision to launch its new offering – and can ITVBe compete in the reality space?

Or does the move risk diluting the success of ITV2?

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