What the Sky / ITV Deal Means for the Future of British TV

ITV has agreed to sell its broadcasting and entertainment business to Sky in a £1.6 billion deal that could reshape the future of British television. While viewers won't notice any immediate changes to programmes like Coronation Street, Love Island or I'm A Celebrity, the acquisition raises questions about ITVX, sports rights and the future of UK broadcasting.

Analysts say the acquisition gives Sky a much larger free-to-air audience and strengthens its position against streaming giants such as Netflix and Disney+.

Whilst they've assured the public that won't be any immediate changes to ITV's most popular TV programmes for the time being, critics are dubious about what it might mean for the future of ITV's slate.

Credit: This Morning, ITV

Who currently owns Sky?

Sky has been owned by US media giant Comcast since 2018. Comcast also owns NBCUniversal, which includes NBC, Universal Pictures and Peacock. Following the acquisition, ITV's broadcasting business would sit alongside Sky within Comcast's wider media portfolio.

After the takeover, Sky's broadcasting business and ITV's broadcasting business will both form part of Comcast's wider media portfolio, alongside NBCUniversal.

Which parts of ITV would be included in a deal?

It's important to understand that ITV and ITV Studios are two separate entities. Sky is taking over ITV’s broadcasting and entertainment arm – which covers ITV's VOD and terrestrial TV channels including ITV1, ITV2, ITV4, ITV Quiz and ITVX.

As part of the deal, Sky has also become a 20% shareholder in ITN, which produces the likes of Good Morning Britain and News at Ten and regional news for London.

What happens to ITV Studios?

ITV Studios - which is not included in the deal - is ITV's production arm, and operates independantly from ITV. ITV Studios is responsible for the likes of Coronation Street, I’m A Celebrity and other popular prime-time dramas including Mr Bates vs The Post Office.

Credit: Coronation Street, ITV

As part of the deal, Sky has committed to spending at least £2.1 billion between 2028-2032 on content from ITV Studios, as part of a long-term agreement to air its shows. As the Hollywood Reporter put it, 'Sky is buying ITV's window, but not its engine room."

Will ITV and ITVX Still be Free to Watch?

Both ITV and ITVX will remain free-to-air, and will continue to broadcast the likes of Coronation Street, Emmerdale and Love Island. Under its public service broadcasting licences, ITV is required by law to provide a free-to-air service until at least 2034.

What could it mean for viewers in the future? 

Crucially, this takeover won't mean your favourite ITV shows are suddenly moved behind a paywall - not anytime soon, anyway. This is because ITV is required by law to provide a free-to-air service until at least 2034, due to the public service broadcasting licence.

Credit: I'm a Celebrity, Get Me Out Of Here!, ITV

Whilst it's hard to tell the future, Gill Hind, managing director and director of TV at Enders Analysis, stated “There could definitely be streamlining crossover opportunities with Sky able to make their programmes available to ITVX users who wouldn’t usually access their shows.”

She added that there could also be some impact on sports coverage, as the deal is likely to impact share rights across its public and paid-for channels.

What Happens Next?

The deal still requires regulatory approval before it can be completed. Both companies expect the process to take many months, meaning that viewers are unlikely to notice any changes until at least 2027.

So, for now viewers can expect business as usual. Popular programmes including Coronation Street, Emmerdale, Love Island and I'm A Celebrity will remain on ITV and ITVX, with no immediate changes planned.

The real impact of the deal is likely to become clearer over the next few years as Sky and ITV begin integrating their businesses.