ITV Studios Introduces Studio 55 and Welcomes Content Creators; Ex-Snap Executive to Lead New Initiative

ITV has announced a new initiative aimed at providing brands and creators with “unprecedented access” to its intellectual property through a newly established label, Studio 55.

The launch was revealed today at the London TV Screenings, where ITV Studios introduced the label alongside its first project—a podcast focusing on LGBTQ+ dating titled It Started With a Kiss.

Will Scougal, the newly appointed Executive Vice President of Brand & Commercial Partnerships at ITV Studios and a former executive at Snapchat and X, will lead Studio 55.

ITV Studios plans to undertake dual activities through Studio 55. It will connect brands, marketing agencies, and content creators with its extensive archive to develop digital-first formats. Additionally, the label will serve as a licensing hub for popular ITV brands like Love Island and The Voice to facilitate consumer products, fan experiences, and other commercial activities.

Scougal expressed the vision for Studio 55, stating, “In the modern entertainment ecosystem, our ambition for Studio 55 is to help brands become a natural part of the communities fans love and even create fandoms of their own. We want to build partnerships that feel like a natural way to meet people where they are – be that on social, via a consumer product or experience.”

Ruth Berry, President of Global Partnerships at Zoo 55, ITV Studios, remarked, “We have expanded our infrastructure to allow us to broaden our range of partners to brands, agencies and creators, as well as licensees. It’s all driven by the desire to meet the fandoms of our franchises where they are, on every platform.”