ITV has confirmed it is in early discussions to sell its broadcasting business—including its free-to-air TV channels and ITVX streaming service—to Sky for £1.6 billion, in a move that could reshape the UK’s television landscape.
The proposed deal, which excludes ITV Studios, comes as traditional broadcasters face mounting competition from streaming giants like Netflix and Disney+.
Analysts warn the sale could force ITV’s channels to bid for programmes such as Love Island and I’m a Celebrity if separated from its production arm.
A merger between Sky and ITV would control more than 70% of the UK’s TV advertising market, raising potential regulatory concerns, though some experts say the deal could be viewed as a “rescue” amid rapid changes in media consumption. ITV’s share price jumped 15% on news of the talks, as analysts described Sky’s interest as “Christmas come early” for investors.
