Sky's $2.1 B deal to buy ITV is the biggest move yet in a continent-wide consolidation wave, and after two decades of resistance, European regulators are starting to say yes.

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.