Will ITV still be free? The massive Sky-ITV deal explained — and what it means for your favorite TV shows
THE SO WHAT
Sky’s move on ITV’s broadcasting arm is part of a broader consolidation where distribution and content libraries get re-bundled under fewer umbrellas. For streaming and ad-tech operators, assume UK inventory and carriage dynamics will shift—revisit your channel mix and partnership assumptions for 2027–2028.
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