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ITV, AwesomenessTV launch 2Awesome
MUMBAI: UK broadcaster ITV is set to launch 2Awesome, featuring new and exclusive programming for ITV2 and ITV Hub, from the youth content company AwesomenessTV.
2Awesome marks a new partnership, which will see ITV broadcast exclusive UK premieres of the global youth brand’s long-form premium series as part of a two-hour ITV2 show on Sunday afternoons. Hosted by UK presenters from both TV and social media, 2Awesome will have a permanent home on the ITV Hub.
2Awesome will unveil UK premieres of some of AwesomenessTV’s most popular programmes, including dramas, comedies and docu-reality shows. It will launch on 8 January on ITV2 with ‘Guidance’, ‘Side Effects’, ‘Third Wheel’, ‘LA Story’ and ‘Arts Academy’.
In addition to the ITV2 zone, a selection of AwesomenessTV shows will also premiere exclusively on the ITV Hub starting on ‘The X Factor’ finals weekend. Available from 10 December, season one of ‘T@gged’ is a psychological thriller that follows three teenage girls that become inexplicably connected after a series of violent videos are sent to them from an unknown user.
Freakish and Foursome will follow T@gged as Hub exclusives, making it the first time that ITV’s on demand service will feature exclusive original series.
The partnership will also see AwesomenessTV and ITV Studios joining forces to co-produce scripted and unscripted programmes for ITV2, starting in 2017. ITV Global Entertainment will license these newly co-produced shows in international markets.
AwesomenessTV was founded by Brian Robbins, producer of Smallville and One Tree Hill, and has become a global youth brand creating new drama, comedy and entertainment series for platforms including Verizon, Netflix and Hulu, working with some of YouTube’s most successful content creators.
ITV MD online, Pay TV and interactive Simon Pitts said, “2Awesome is a really exciting development for ITV2 and the ITV Hub and the first step in our partnership with AwesomenessTV to produce, broadcast and distribute new shows for youth audiences. We can’t wait to launch our first exclusive series on the ITV Hub in December, followed in January by the initial 2Awesome run on ITV2 featuring new presenters and a whole slate of new shows, with plenty more to come throughout the year.”
AwesomenessTV founder, CEO Brian Robbins said, “Our partnership with ITV is a wonderful opportunity to not only distribute our content but also create it together and extend our brand further in the UK. I am looking forward to the launch of our series on the ITV platforms and continuing to grow the reach of our global audience.”