ITV announced on Wednesday morning (12 February) that ITVBe will be the exclusive home of TOWIE when it launches later in the year.
In the meantime, TOWIE will continue to air on ITV2.
ITVBe will appeal to a younger, female audience, according to today's press release, with content including TOWIE and the Real Housewives franchise. And, don't worry if you're a TOWIE fan, like with ITV2, it will be available free on all major broadcasting platforms including Freeview, Sky and Virgin.
Peter Fincham, the director of television at ITV, said: "Expanding ITV's family of channels to introduce a new free-to-air, female skewing channel focusing on entertainment and reality means our viewers will have access to even more great content.
"We identified an opportunity to develop what is currently part of the ITV2 schedule - reality and non-scripted shows, which are very popular with young women and housewives with kids - into a distinct channel proposition, aimed more squarely at that audience.
"ITV2 will continue to be the youngest channel in our portfolio, outside of CITV, and the strategy of bringing more scripted series, both acquired and commissioned, will continue apace, alongside panel shows, formats and other young skewing commissions."
TOWIE kicked off filming for its eleventh series today, with the show scheduled to return to ITV2 later this month. A twelfth and thirteenth series are also scheduled to air this year, meaning we'll get three doses of TOWIE on our screens in 2014.
There are plenty of juicy storylines going into the new series of TOWIE including Billie Faiers' pregnancy, the birth of Dan Osborne's baby son Teddy (and appearance on Tom Daley's Splash!) and, of course, Sam Faiers returning to Essex after her stint in the Celebrity Big Brother house. We might also find out what illness she had in the CBB house that required her to visit hospital twice.
We'll also meet up with Gemma Collins again following her Christmas engagement to businessman Rami Hawesh that shockingly ended just a few weeks later when they called off their relationship.
Elsewhere, there have been reports that Bobby Cole Norris is still on the baby trail hoping to start a family, and we'll check in with Mario Falcone following the departure of his ex Lucy Mecklenburgh from the show.
Bring it on!
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