ITV has announced the launch of new channel ITVBe, aimed at a younger, female audience.

The new channel, available later this year, will be the home to hit reality series The Only Way Is Essex and will focus on 'scripted series, irreverent panel shows and formats, and youth skewing commissions and acquisitions with bold humour at their heart'. Adam Crozier, Chief Executive of ITV, said 'ITVBe will be a terrific new addition to our family of channels. It reinforces our plan to maximise audiences and revenues from our broadcasting business'.