In what could be a shake-up in the UK mediascape, ITV is exploring a sale of its broadcasting unit.

Sky’s parent company Comcast is in early talks to buy the British broadcaster’s TV biz in a deal valued at roughly US$2.1 billion (GBP£1.6 billion). 

This potential acquisition would boost the Sky owner’s regional presence, giving it ITV’s roster of channels in the UK as well as the ITVX streaming platform (which includes a dedicated ITVX Kids hub).

ITV shares were up nearly 19% in early trading today, based on the announcement. But in a statement, the broadcaster cautioned that discussions are still in a very preliminary stage: “There can be no certainty as to the terms upon which any potential sale may be agreed, or whether any transaction will take place. A further announcement will be made in due course, if appropriate.”

ITV has evolved its kids content strategy in a tougher TV market in recent years, most notably migrating all of its children’s programming to the ITVX streamer in 2023 following the closure of the CITV linear kidsnet. 

In addition to this week’s news that Narrative Entertainment’s POP channels will be sunsetting, many buyers in the region have shifted away from the linear market, which has been weighed down by reduced commercial value and eyeballs lost to streaming and digital platforms. Even Sky—which went way against the grain and launched a linear channel in 2023—has been implementing a major strategic shift this year to wind down commissioning and focus more on acquisitions.

ITVX Kids has maintained steady acquisition activity over the past two years—most recently picking up shows like Dino Dex (Sinking Ship), SuperThings: Rivals of Kaboom (Magicbox), Tales of Teenage Mutant Ninja Turtles (Nickelodeon) and Iyanu (Lion Forge).

Featured image: CITV-commissioned sitcom The Rubbish World of Dave Spud.