Should Comcast and ITV strike a deal, it would affect the future of free-to-air broadcasting, news provision, TV sports rights and even where you watch quiz shows.
- Comcast in line for shareholding in company that runs Freeview
- Major implications for the future of ITN and Sky News
- Company that makes many of ITV’s hit shows separated from the channel that makes them.
Advanced talks between Comcast and ITV could lead to ITV’s broadcasting business joining Sky and NBC under one roof.
Under the plans, ITV would split into two. ITV Studios, the maker of Coronation Street would separate from the broadcaster that screens the soap. Meanwhile, Sky’s owner would gain a shareholding in the company behind Freeview and control a multiplex of free-to-air TV channels. It would also gain a shareholding in ITN, giving Comcast wide-ranging influence over the provision of news on commercial TV.
That’s why regulators are expected to look at any potential deal with great interest.
Here are some of the big implications of a deal between ITV and Comcast:
Free-to-air TV
ITV currently holds a stake in Everyone TV (formerly Digital UK), which oversees Freeview, Freesat, and Freely – key platforms rivalling Comcast-owned Sky’s own satellite and streaming services.
If the takeover proceeds without regulatory safeguards, Comcast would gain influence over the very platforms competing with its own pay-TV offerings.
Historical precedent shows regulators have intervened before: in 2002, Sky joined forces with the BBC and Crown Castle to launch Freeview. But the number of channels it could offer on Freeview and its involvement in the platform were curtailed. While Sky had a share in the company marketing Freeview (DTV Services Ltd), it was excluded from the organisation managing the platform. As recently as 2020, Ofcom had to approve Sky Arts’ addition before it could launch on Freeview.
News
Earlier this year, ITV signed a new five year deal with ITN to continue providing the news on its channels until 2030. ITN has been ITV’s news provider from the very start, 70 years ago. ITV has a 40% share in ITN.
Comcast is the owner of NBC News and Sky News. It is currently in the process of spinning off business news channel CNBC and US cable news network MSNBC.
As part of the deal to buy Sky in 2018, Comcast promised to protect the editorial independence of Sky News and to continue funding it for a decade after acquiring the UK-based satellite broadcaster. Beyond this point, Comcast is no longer required to cover the cost of the loss-making business.
As a result, under Comcast’s ownership, it may seek to cut Sky News’ losses by integrating it into ITV News as soon as existing contracts allow. 20 years after the end of the ITV News Channel, ITV may once again have a rolling news service that incorporates ITV’s news output.
But regulators will want to examine any proposals arising from the deal. Particularly because of any impact on ITN, which also produces news for Channel 4 and 5. Sky News already supplies news to almost every commercial radio station in the UK through Independent Radio News (IRN).
Sport
In recent years, Sky has partnered with Channel 4 to broaden access to major sporting events for UK viewers. Back in 2023, Channel 4 signed a deal to screen free-to-air F1 in partnership with Sky. However, if a proposed ITV-Comcast merger goes ahead, ITV1 may once again gain F1 coverage.
Under such a deal, ITV Sport’s operations would likely be integrated with Sky Sports, giving Comcast greater leverage in bidding for so-called “crown jewel” events — those designated to air at least partially on free-to-air television. Currently, ITV and the BBC share rights to some of these marquee events, including the FIFA Men’s World Cup. But Comcast could pursue exclusive rights in the future, potentially side-lining the BBC.
Conversely, Comcast may be reluctant to allow ITV4 to carry extensive free-to-air sports content. Instead, it may choose to strengthen Sky Sports’ subscription offerings. While regulators might not object, this shift could frustrate fans and raise concerns among sports rights holders who value the reach of free-to-air exposure.
Soaps and shows
From long-running soaps like Coronation Street to glossy Saturday night entertainment, ITV Studios is the creative force behind many of ITV’s most popular programmes. However, under a potential Comcast acquisition, ITV Studios could be separated from the broadcaster’s linear channels and streaming platform — the very outlets that have traditionally showcased its content.
While this structural shift wouldn’t be unprecedented – ITV Studios already produces shows for rival broadcasters – it could pose challenges. ITV’s broadcast schedule remains heavily dependent on in-house productions. Over time, Comcast may opt to commission more programming from its own UK production arm, Sky Studios, potentially reshaping ITV’s content pipeline.
Quiz
ITV’s new quiz channel, ITV Quiz, faces uncertainty. Its a direct competitor of Sky’s established Challenge channel—raising the likelihood of consolidation.
It’s the least likely factor to concern regulators, but could make ITV Quiz a rather short-lived service.
Freeview multiplex business SDN
Comcast would not only gain a shareholding in the company that runs free-to-air TV platforms in the UK, it would also gain SDN, ITV’s Freeview multiplex business. The company is responsible for running the UK’s fourth national digital terrestrial TV multiplex. The multiplex carries 18 concurrent Freeview channels from both ITV and a range of other commercial broadcasters. These include services from 5, UKTV and QVC.
On top of that, it would also gain a shareholding in the Freeview multiplex D&4. That’s the multiplex that carries the signals of ITV, Channel 4 and 5, plus S4C in Wales to viewer’s homes.
Regulators would need to look very closely at this development. Although traditional broadcasting is declining, it could still give Comcast too much control over a rival platform.
Streaming
Just three years after launching, ITVX’s future also remains uncertain. Would Sky seek to merge it with its streaming offer? Could more of ITV’s streaming content go behind a paywall? As ITV Studios would be split off from ITV’s broadcasting business, some shows synonymous with ITV could end up being licensed by ITV Studios to appear on other streaming platforms.
Ofcom would want reassurances that public service content made by ITV would continue to be widely accessible via streaming. The Media Bill 2024 allows ITV to transfer some of its news programming off its main channel and on to streaming. Previously, quotas set by Ofcom had to be met by screening programmes like regional news exclusively on ITV1.
Advertising
Combined with ITV, Sky would become a dominant force in TV advertising sales. Sky Media already handles ad sales for numerous channels. It’s likely to be a significant blocker to a deal. This is one area where Comcast may be expected to offload some activity to get a deal past regulators.
Sky Mix
Sky Mix is Sky’s main free-to-air entertainment channel. It provides an outlet for Sky to show some of its shows to a wider audience via Freeview and Freesat.
It is likely to become surplus to requirements if Comcast gains control of ITV.
ITV has said it will provide further announcements in due course, should talks lead to a deal. It’s clear regulators will also want to look carefully at the implications.
By: Marc Thornham | Image: ITV News / ITN | Updated: 13:23