Sky television on Monday said it had agreed to buy ITV's media and entertainment business for up to £1.6 billion ($2.1 billion), creating a heavyweight in UK streaming.

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.

The ITV Studios production arm will become a standalone business after the planned transaction.

Aquisição dará à proprietária Comcast controle de grupo que alcança 21 milhões de lares britânicos