ITV Studios has strengthened its foothold in the UK’s entertainment sector with the launch of a new production label operating out of Glasgow and London. The move underscores the broadcaster’s commitment to investing in original formats and regional talent, as it looks to expand its slate of unscripted hits for both domestic and international markets. Positioned to capitalise on Scotland’s growing production infrastructure while maintaining a strong base in the capital, the new label aims to develop fresh entertainment concepts that can travel globally, reflecting ITV Studios’ broader strategy of decentralisation and creative diversification.
Strategic expansion behind ITV Studios new Glasgow and London entertainment label
The move to anchor a fresh entertainment label across both Glasgow and London reflects ITV Studios’ bid to tap into two distinct creative powerhouses at once. London delivers proximity to commissioners, talent agencies and global distribution partners, while Glasgow offers a fast-growing production ecosystem, competitive costs and access to a diverse pool of on-screen and off-screen talent. By splitting its operational heart between these cities, the company is positioning the label to react quickly to commissioning demand, experiment with new formats, and scale successful shows for both UK broadcasters and international streamers.
This dual-city structure is also designed to strengthen regional representation on screen and behind the camera, aligning with industry calls for more authentic voices and stories from across the UK. The label will focus on developing returnable formats that travel, from quiz and reality franchises to social-experiment series, with creative and production decisions shared across both hubs. Key advantages include:
- Faster pipeline from growth to greenlight through parallel teams.
- Broader casting drawing on diverse communities in Scotland and the South East.
- Cost efficiency by balancing big-city infrastructure with regional production savings.
- Export-ready IP designed with international adaptations in mind.
| City Hub | Key Focus | Strategic Edge |
|---|---|---|
| Glasgow | Format innovation & production | Regional talent, lower overheads |
| London | Commissioning & global partnerships | Market access, top-tier talent |
How the dual city model could reshape UK format development and production
By hardwiring collaboration between Scotland’s largest city and the capital, the new structure could subtly but substantially alter how ideas are born, financed and scaled for global buyers. Development teams in Glasgow can tap into a distinct regional voice, leaner production ecosystems and access to emerging on-screen talent, while London offers proximity to commissioners, advertisers and international distribution partners. That combination opens the door to formats that feel both locally authentic and globally exportable,with writers’ rooms,casting sessions and pilot shoots split across two creative hubs rather than anchored to a single postcode.
For producers, the model also encourages more agile resourcing and risk-taking. Projects can be incubated at different budget levels,with cross-city teams stress-testing concepts in parallel before committing to full series orders. This dual-base approach could quickly become a blueprint for other UK indies looking to rebalance their development pipelines beyond London.
- Stronger regional storytelling feeding national schedules
- Broader casting pools across Scotland and the South East
- More flexible cost structures for pilots and specials
- Shared creative leadership rather than a single-city hierarchy
| City | Key Strength | Format Benefit |
|---|---|---|
| Glasgow | Distinct cultural tone | Fresh, character-driven concepts |
| London | Global market access | Faster international sales |
| Combined | Diverse creative input | Scalable, export-ready formats |
Opportunities for regional talent and suppliers in Scotlands growing TV ecosystem
The dual-base strategy instantly broadens the pipeline for writers, performers and behind-the-scenes professionals, inviting creatives from the Highlands to the Borders to pitch into formats destined for network and global audiences. Indie producers,location scouts,post-production houses and specialist crew in areas such as sound design,VFX and compliance now have a clearer route into ITV Studios’ commissioning machinery,with Glasgow positioned as a hub for pilots,studio records and regional co-productions. For freelancers, it signals more consistent bookings at home rather than in London, while universities and colleges can align media courses to emerging skills gaps such as multiplatform storytelling and short-form companion content.
This expansion also opens doors for local businesses beyond the studio walls, from hospitality and transport to set construction and digital services, embedding economic value into communities around filming locations. Branded content agencies, social media teams and merchandisers can partner early with shows to build integrated campaigns, while tech startups specialising in audience analytics, virtual production or remote editing can test and scale tools on live commissions.
- Creative roles: writers, editors, directors, development execs
- Production support: catering, logistics, security, accommodation
- Technical services: lighting, camera, post-production, AR/VR tools
- Digital & marketing: social content, podcast spin-offs, fan engagement
| Chance Area | Who Benefits | Typical Outcome |
|---|---|---|
| New Format Development | Indie producers, writers | Co-created pilots and series |
| Studio & Location Work | Freelance crew, local venues | Regular bookings and repeat shoots |
| Digital Extensions | Agencies, tech startups | Companion apps and online series |
| Skills Development | Graduates, trainees | Paid placements and shadowing |
What broadcasters and streamers should watch for in ITV Studios next wave of entertainment formats
Commissioners should expect this new label to lean hard into hybrid formats that blur the line between traditional studio shows and always-on digital ecosystems. Look for concepts that are built for clip-friendly moments, second-screen interaction and castable gameplay that works as well on a phone as it does on a Friday-night schedule. Development conversations are increasingly centred on data-backed risk-taking: shows designed with modular segments that can be trialled on FAST channels, TikTok or YouTube before graduating to premium slots. For streamers, the attraction lies in bingeable competition arcs and self-contained limited series that travel easily, dubbed or localised, without losing the core format engine.
Talent strategy is shifting too, with a focus on pairing streamer-native personalities with legacy broadcast names to create formats that feel both familiar and disruptive. Buyers should probe how projects are engineered for global roll-out from day one – from rights windows to short-form spin-offs and live events. Below is a snapshot of where the label is likely to concentrate its energy:
- Reality competition built around social experiment mechanics and scalable casting.
- Game shows with dynamic rulesets, real-time audience play-along and strong sponsor hooks.
- Music and talent franchises optimised for viral auditions and performance-led social content.
- Comedy-entertainment hybrids that can be cut into snackable sketches for digital syndication.
| Focus Area | What Buyers Gain |
|---|---|
| Glasgow-led originals | Fresh voices, strong regional flavour, scalable for nations & regions |
| London co-productions | Global casting, brand-ready formats, flexible windowing |
| Digital-first pilots | Lower risk, performance data before full commission |
| International remakes | Proven IP, faster time to market, built-in format bible |
In Conclusion
As ITV Studios doubles down on its presence in Glasgow and London, the launch of this new entertainment label marks more than just an internal restructure – it signals a strategic bet on the future shape of popular television. By anchoring fresh creative leadership across two of the UK’s most dynamic production hubs, the business is positioning itself to compete aggressively for the next generation of formats, talent and global hits. How successfully it can turn that ambition into programmes that cut through with viewers – at home and abroad – will be the real test of this latest move.
