In a recent announcement, ITV disclosed plans to discontinue its ITVBe channel by June 2025, replacing it with a new venture centered around quiz and game shows. Since its inception in 2014, ITVBe has served as the primary platform for reality and unscripted programming, including notable series like "The Only Way Is Essex" (Towie). As part of this transition, popular reality shows currently airing on ITVBe, such as Towie and the Real Housewives franchise, will relocate to ITV2. While details about specific programs for the new channel remain undisclosed, ITV aims to leverage its successful UK quiz and game show formats to populate the new lineup.

Established in 2014, ITVBe initially carved out a niche for itself as the go-to destination for reality television. However, shifting viewer preferences and declining ratings have prompted ITV to rethink its strategy. The broadcaster’s decision to replace ITVBe with a channel dedicated to quiz and game shows aligns with its commitment to capitalizing on its existing strengths in this genre. Popular quiz shows that have graced ITV's screens over the years include "The Chase," "Tipping Point," "Who Wants To Be A Millionaire?," "The 1% Club," "Deal or No Deal," "Catchphrase," and "Jeopardy!" These programs have consistently drawn large audiences, underscoring their enduring appeal.

The move of "The Only Way Is Essex" (Towie) to ITV2 represents a return to its roots, as the program originally debuted on this network in 2010. Although Towie's viewership has waned in recent years, its relocation to ITV2 could potentially revitalize its ratings. According to ITV, Towie remains a standout title on its streaming service ITVX, suggesting a strong fan base still exists. Additionally, the integration of Towie and the Real Housewives franchise into ITV2 positions them alongside other well-established reality formats, such as "Love Island" and "Big Brother," creating a cohesive lineup of unscripted entertainment.

This strategic repositioning by ITV underscores its efforts to adapt to evolving audience tastes while maximizing the potential of its content portfolio. By transitioning from reality-focused programming to a quiz and game show-centric channel, ITV seeks to leverage its proven success in this area. This shift not only reflects the broadcaster's responsiveness to market trends but also highlights its intention to deliver engaging content that resonates with contemporary audiences. With this move, ITV aims to maintain its position as a leader in both scripted and unscripted entertainment sectors.