Hit ITV shows to stay free - until 2034 - under £1.6bn Sky deal for broadcasting arm

Sky’s $2.1 billion ITV deal could reshape British advertising, combining premium TV, streaming and first-party data to create a powerful new platform for brands.

Sky’s $2.1 billion ITV deal is a bet that mass reach, not content alone, is the last scarce asset in British television.

ITV is the UK’s oldest and largest commercial terrestrial television network