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ITV Studios is to launch a new label in January 2026 focused on scalable entertainment and competitive formats as Tim Carter, MD Unscripted, UK, ITV Studios, has named  Lily Wilson as its new Managing Director and Tom Williams as Creative Director.
The name of the label will be unveiled in January 2026 when Lily and Tom join. It will offer ambitious, primetime, premium, eye-catching formats and its focus will be on developing brand-defining, returning entertainment shows in response to a growing global market need.
The label will also become the new home for the experienced Potato team, as well as Potato’s and 12 Yard’s exceptional portfolio of quiz shows and catalogue.

Wilson, who is charged with positioning the new label at the forefront of contemporary competitive entertainment, growing the slate and developing new revenue streams, joins from her role as Commissioning Editor, Entertainment at ITV, a post she has held for the past 6 years. She was responsible for some of ITV’s most successful shows such as Britain’s Got Talent, The Voice, Saturday Night Takeaway and The BRIT Awards. She relaunched ITV's heritage An Audience With brand with superstar Adele, and commissioned the celeb-based Cooking with the Stars, now in its fifth series. Prior to commissioning, Wilson produced a wide variety of award-winning entertainment shows such as I’m A Celebrity, Love Island, Britain’s Got Talent and The Jump, plus she helped oversee the successful move and relaunch of The Voice UK on ITV.

Williams, who has developed shows from The Million Pound Drop (C4) to Mamma Mia! I Have a Dream (ITV), moves from TalkbackThames where he held the position of Creative Director, responsible for creating shows including Battle Camp (Netflix) and The Big Celebrity Detox (E4). Prior to joining TalkbackThames, he was at Banijay label Remarkable, where he helped develop Starstruck (ITV) alongside helping bring NBC’s The Wall and a reboot of Ready Steady Cook to the BBC. Reporting into Wilson, Williams will ensure the label is creating and launching the most original eye-catching new IP.

The label will produce from bases in London and Glasgow.