What Sky buying ITV could mean for your favourite shows

New Delhi, India Jul 5, 2026 ALN: One of the biggest takeovers in British media history is about to take place with the creation of a new British media company - albeit American owned.

Sky is expected to buy ITV's TV and streaming channels, with the announcement likely imminent. If you don't read the business pages, you might have missed it.

The pay-TV, broadband, and mobile company, owned by the American company Comcast, has been in talks to buy ITV's media and entertainment business, including ITVX, since last year. This acquisition, if finalized, would mark a significant shift in the landscape of British broadcasting, merging two major players in the industry.

For Sky, buying the broadcast arm of Britain's most-watched commercial public service broadcaster makes sense. It will gain access to millions of viewers, as well as scale and prominence on a free-to-air platform. Sky has been looking to strengthen its position in the increasingly competitive streaming market, where platforms like Netflix and Disney Plus have dominated.

Sky aims to create a commercial streamer that will rival the likes of Netflix and Disney Plus in the UK. This ambition is not merely about expanding its viewership but also about enhancing its content library and leveraging ITV's established programming to attract more rs. But what does this mean for you?

Your favourite shows aren't going anywhere… yet

Crucially, this takeover won't mean your favourite ITV shows are suddenly moved behind a paywall. Caroline Frost, TV and podcast editor at Radio Times, states that ITV is required by law to provide a free-to-air service until at least 2034 due to its public service broadcasting licence. This legal framework ensures that a significant portion of ITV's content remains accessible to the general public, regardless of the ownership changes.

"Gradually, though, content which might debut on free/live-to-air ITV might end up on a subscription platform," Frost explains. This indicates a potential shift in how content is distributed in the long term, as Sky looks to monetize its investment in ITV more effectively.

In the short to medium term, popular shows like Coronation Street, Love Island, Emmerdale, and I'm a Celebrity will remain available on ITV and ITVX, still produced by ITV Studios, which owns over 60 production companies globally. This continuity is essential for maintaining viewer loyalty and ensuring a smooth transition during the acquisition process.

ITV Studios isn't being bought by Sky. If the deal goes ahead, it will continue as a separate entity (ITV Studios PLC), still owned by current ITV shareholders. Part of the Sky takeover agreement is expected to include a "supply deal," ensuring ITV Studios continues to produce these shows for ITV. This arrangement is crucial for preserving the quality and integrity of the programming that viewers have come to expect from ITV.

However, there is a possibility that Sky could eventually decommission some ITV shows or renegotiate contracts. The takeover suggests that Sky sees potential savings and synergies, particularly in merging ITVX and Sky's streaming services. Such a merger could lead to a more streamlined service, but it also raises questions about the future of certain shows and whether they will continue to be produced in their current form.

Longer term, Frost believes users of both ITVX and NOW can expect more integrated services, such as bundling titles by genre rather than channel, to cut production costs and cross-promote content. This could lead to a richer viewing experience, as audiences will have access to a wider array of programming without having to navigate multiple platforms.

Producer Patrick Spence, who won a BAFTA for Mr Bates vs The Post Office, finds the deal "exciting." He believes that ITV and Sky are well-suited partners, as both companies are committed to producing engaging content. This partnership could foster innovation in programming and create new opportunities for collaboration that benefit both companies and their audiences.

Spence emphasizes that the deal signifies a belief in the continued relevance of traditional broadcast TV, countering predictions of its demise. While many have speculated that streaming services would render traditional broadcasters obsolete, this acquisition highlights a different narrative: that traditional media can adapt and thrive in a digital landscape.

Concerns about American ownership

There is a sense of nostalgia among some that ITV, a cornerstone of British media, is being sold to an American company. Critics question whether this shift will dilute the distinctiveness of British programming. The fear is that American ownership may lead to a homogenization of content, prioritizing profitability over the unique cultural narratives that British programming has traditionally offered.

Camilla Lewis, founder of Curve Media, argues that US streamers are recognizing the value of British content. She points out that Netflix's Baby Reindeer and Disney's Rivals have found success due to their British focus. This suggests that American companies are not only interested in British content for its unique storytelling but also for its global appeal.

Lewis asserts that a Sky-ITV partnership would be foolish to abandon commissioning programs with a national identity, as it wouldn't make business sense. The success of British shows on international platforms indicates a strong demand for content that resonates with local audiences while also appealing to global viewers.

Sport and public service broadcasting

Sky is well-known for its sports coverage, holding rights to many Premier League games and Formula 1 until 2034. The appeal of acquiring ITV lies in its ability to bid for prestigious live events that must be shown on free-to-air channels. This combination could enhance Sky's sports offerings, allowing it to attract a broader audience and generate more advertising revenue.

Former ITV Chairman Peter Bazalgette notes that sports drive live viewing and advertising revenue. The combination of Sky's sports assets with ITV's public service broadcasting capabilities could create a powerful media entity. This synergy could lead to innovative programming that captures the excitement of live sports while also integrating entertainment content, creating a more comprehensive viewing experience.

In the future, viewers might see Sky using ITV's platforms to showcase programs that are typically behind paywalls, potentially attracting new rs. This strategy could help Sky expand its reach while also providing ITV with a new revenue stream.

Sky's shows, such as The Dyers' Caravan Park, could reach a broader audience on ITV, enhancing visibility and engagement. The potential for cross-promotion between the two platforms could also lead to increased viewership, benefiting both companies.

In conclusion, while the Sky-ITV deal raises questions about the future of British media, it also presents opportunities for innovation and collaboration. As the landscape evolves, viewers can expect to see changes that reflect both companies' strengths and commitments to quality programming. The integration of ITV's robust content with Sky's technological capabilities could lead to a new era in broadcasting, where traditional and digital media coexist and thrive together. Ultimately, the success of this merger will depend on how well both companies navigate the complexities of their new partnership while maintaining their dedication to producing compelling and culturally relevant content.