ITV Quiz

ITV Quiz is a British free-to-air television channel operated by ITV plc. It launched on 9 June 2025, taking over the channel space and slots previously occupied by ITVBe. The channel was created as a dedicated destination for quiz, competition and broader game-show programming, with a schedule largely assembled from programmes produced for or associated with ITV. ITV plc announced the channel on 16 April 2025 as part of a programming and channel strategy focused on game shows. The decision reflected the popularity of game-show content on ITVX's free ad-supported streaming television offering. Rather than commissioning a wholly new slate for the channel, ITV Quiz primarily uses repeats and rotations of established programmes, allowing ITV to extend the life and reach of its existing entertainment catalogue across linear television and streaming. The launch schedule included recent and revived ITV formats such as Stephen Mulhern's Deal or No Deal, Lingo, Tenable, Tipping Point, Graham Norton's Wheel of Fortune and Jeremy Clarkson's Who Wants to Be a Millionaire? The broader programming mix also includes The Chase, Beat the Chasers, Ant & Dec's Limitless Win, Alan Carr's Epic Gameshow, In for a Penny, In with a Shout, Pictionary, Riddiculous, Romesh Ranganathan's Parents' Evening and the 2025 revival of Bullseye. These programmes span traditional quiz formats, physical and studio games, celebrity-led entertainment and competition shows. The channel is positioned primarily as a free, accessible linear outlet for familiar ITV game-show brands. Its principal direct comparison is Sky's long-running free-to-air channel Challenge, which also broadcasts game shows, including some ITV-originated titles. ITV Quiz is distinct from ITV Play, an earlier short-lived ITV channel built around premium-rate phone-in programmes. ITV Play closed amid controversy surrounding phone-in television practices; ITV Quiz instead focuses on conventional broadcast game shows and is not presented as a premium-rate participation service. Like other ITV channels, ITV Quiz carries its own edition of Unwind with ITV during late-night hours, alongside teleshopping. The channel therefore combines a core entertainment schedule with the wider commercial and overnight programming practices used across ITV's television portfolio. As a newly launched channel, detailed information about its audience profile, commissioning model, long-term schedule strategy and future brand development remains limited.

ITV Quiz was developed by ITV plc as a dedicated free-to-air outlet for game-show programming. Before its launch, ITV's quiz and competition formats were distributed across the wider ITV channel portfolio and ITVX. ITV's announcement on 16 April 2025 established the new channel as a replacement for ITVBe, with the change intended to give game-show content a clearer linear television home. The channel's creation was linked to the strong performance and popularity of game-show channels within ITVX's free ad-supported streaming television environment. ITV Quiz therefore represented both a programming specialization and a way to reuse and organize a substantial catalogue of established ITV entertainment formats. Its model was primarily based on scheduling repeats and rotations rather than building an entirely new channel around original commissions. ITV Quiz launched on 9 June 2025, taking over ITVBe's channel space and slots. Its opening schedule brought together recent ITV programmes and revivals, including Stephen Mulhern's Deal or No Deal, Lingo, Tenable, Tipping Point, Graham Norton's Wheel of Fortune and Jeremy Clarkson's Who Wants to Be a Millionaire? The channel subsequently presented a broader collection of quiz, panel, competition and general game-show formats, including The Chase, Beat the Chasers, Ant & Dec's Limitless Win, In for a Penny, In with a Shout, Pictionary, Riddiculous, Alan Carr's Epic Gameshow and Romesh Ranganathan's Parents' Evening. The channel operates in a competitive free-to-air environment. Its most direct comparator is Sky's Challenge, a long-running channel centered on game shows and carrying some ITV titles, including The Chase, Cash Trapped and Roy Walker's Catchphrase. ITV Quiz differentiates itself through direct association with the ITV brand and through access to ITV's own library of current and revived formats. ITV Quiz is separate from ITV Play, an earlier ITV service devoted to premium-rate phone-in programming. ITV Play was short-lived and closed amid scandals connected with phone-in television. The historical relationship is therefore one of contrast rather than continuity: ITV Quiz is a conventional entertainment channel centered on recorded game shows, not a channel based on premium-rate audience participation. As part of ITV's wider channel structure, ITV Quiz also carries its own edition of Unwind with ITV. This service occupies late-night hours alongside teleshopping, giving the channel a schedule pattern consistent with commercial television operations elsewhere in the ITV portfolio. Because the channel launched recently, publicly documented information about its ratings, management, commissioning budgets and long-term strategic role remains limited.

• 2025

  ITV announces the channel

  [1]ITV Quizen.wikipedia.org

  ITV plc announces ITV Quiz as a game-show-oriented channel intended to replace ITVBe's channel space.

• 2025

  Launch of ITV Quiz

  [1]ITV Quizen.wikipedia.org

  ITV Quiz begins broadcasting on 9 June, replacing ITVBe in its channel slots and launching with a schedule of ITV quiz and game-show formats.

A free-to-air ITV destination for quiz, game-show and competition programming, built largely around repeats and rotations of established ITV formats and positioned against Sky's Challenge channel.

• Free-to-air television channel · 2025

  ITV Quiz linear television service

  The core ITV Quiz offering is a British free-to-air channel devoted primarily to game shows, quizzes and competition entertainment. It mainly schedules repeats and rotations of ITV-produced or ITV-associated programmes, combining established franchises with recent revivals. Its launch lineup included Deal or No Deal, Lingo, Tenable, Tipping Point, Wheel of Fortune and Who Wants to Be a Millionaire? The channel also carries late-night Unwind with ITV programming and teleshopping.

• 2025

  Launch a dedicated ITV game-show channelProduct launch

  Background

  ITV identified game-show channels as popular free ad-supported television destinations on ITVX and sought to give its established quiz and competition catalogue a dedicated linear outlet.

  Action taken

  ITV plc announced ITV Quiz in April 2025 and launched it on 9 June 2025, replacing ITVBe in its channel slots.

  Aftermath

  The new service entered the free-to-air game-show market alongside Sky's Challenge and began broadcasting a schedule centered on ITV formats.

  • Sky Challenge

  Source

• 2025

  ITV announces ITV Quiz as a new game-show-oriented channel[1]ITV Quizen.wikipedia.org

  Product launch

  ITV plc announced that ITV Quiz would launch in June 2025, replacing ITVBe's channel space and focusing primarily on repeats of ITV game shows.

• 2025

  ITV Quiz launches in the United Kingdom[1]ITV Quizen.wikipedia.org

  Product launch · Product generation

  ITV Quiz began broadcasting on 9 June 2025, replacing ITVBe in its channel slots. Its initial schedule featured a range of recent and revived ITV game shows.

1. 1ITV Quizen.wikipedia.org