ITV Studios is to supercharge its entertainment production with the launch of a new label that will incorporate existing label Potato and the remaining IP of 12 Yard.
ITV entertainment commissioner Lily Wilson and Talkback Thames creative director Tom Williams are exiting their current roles to run the as-yet unnamed outfit as managing director and creative director respectively.
Due to launch in January 2026, the label will be based in London and Glasgow and will develop premium and scalable entertainment and commissioning formats.
Potato creative directors Martin Scott and Phil Mount and head of production Christina Clayton will transfer to the new label, which will now own titles such as The Chase, The Finish Line, Puzzling and Bullseye.
Wilson has spent six years as a commissioner, overseeing legacy brands such as Britain’s Got Talent and The Voice and commissioned An Audience with Adele and Cooking with the Stars.
She previously produced shows such as I’m a Celebrity, Love Island and The Jump.
Meanwhile, Williams is behind TalkbackThames shows including Netflix’s Battle Camp and E4’s The Big Celebrity Detox and previously developed Starstruck and The Million Pound Drop for Banijay.
ITVS UK managing director of unscripted Tim Carter said: "Lily has been synonymous with the biggest shows on television and intimately understands what it takes to create excellence and Tom is one of the most exciting originators in the industry.
“Together they are unstoppable, and with the heft and popularity of Potato’s shows and 12 Yard’s IP behind them, they promise to create a new force in entertainment.”
