Home / Arts and Entertainment / Sky Eyes ITV Network for Original Series Boost
Sky Eyes ITV Network for Original Series Boost
9 Jul
Summary
- Sky may air its original series, like 'Day of the Jackal', on ITV.
- Content sharing aims to boost ITV advertising and Sky subscriptions.
- Sky's originals have struggled to break into top UK TV rankings.
Sky is considering a significant content-sharing strategy following its recent acquisition of ITV's network and streaming operations. Early internal discussions suggest airing Sky original series, including "The Day of the Jackal" and "Saturday Night Live UK," on the ITV network. This move could allow ITV to benefit from advertising and sponsorship revenue by exposing high-profile shows to a broader, free-to-air audience.
Sky, in turn, aims to convert these viewers into subscribers for its premium content. This strategy addresses recent performance data, which shows Sky's original titles have not consistently appeared in the UK's top 50 most-watched shows. For instance, "Under Salt Marsh" was the closest Sky came earlier in 2026 with 1.8 million viewers.
Sky Studios CEO Cécile Frot-Coutaz, who commands a substantial budget, is expected to oversee these content decisions. While Sky's scripted series like "The Day of the Jackal" have achieved significant viewership, industry insiders note the ongoing challenge of cutting through in a competitive market. The effectiveness of this content-sharing model remains to be seen as regulatory approval for the deal is pending.
