GO
It's just a way of keeping the creatives who run these companies within ITV. The MD of Potato was one of the people who created The Chase, he wanted to run his own label so rather than lose him to a rival company they allowed him to create a label wholly owned by ITV which he would run and have creative control over. It's also got its own office in Waterloo so it's completely separate from any other ITV company, has its own way of working etc. - again all to suit the wants of the talent who runs the company.
It's also in ITV's interests to have competing internal companies because it just means everyone works harder to come up with more and better ideas which ITV can then sell internationally. All of the other big production companies; Banijay, Fremantle, All3Media etc. all work the same way with multiple labels.
In terms of Lifted, this is probably a case of the allowing the MD to have her own stamp. They've been suggesting that they'd be getting a new brand for years now, not sure why it's only happened now.
Don’t wanting to sound stupid, but can I ask why would they fragment a mega brand into separate smaller companies? For tax purposes?
It's just a way of keeping the creatives who run these companies within ITV. The MD of Potato was one of the people who created The Chase, he wanted to run his own label so rather than lose him to a rival company they allowed him to create a label wholly owned by ITV which he would run and have creative control over. It's also got its own office in Waterloo so it's completely separate from any other ITV company, has its own way of working etc. - again all to suit the wants of the talent who runs the company.
It's also in ITV's interests to have competing internal companies because it just means everyone works harder to come up with more and better ideas which ITV can then sell internationally. All of the other big production companies; Banijay, Fremantle, All3Media etc. all work the same way with multiple labels.
In terms of Lifted, this is probably a case of the allowing the MD to have her own stamp. They've been suggesting that they'd be getting a new brand for years now, not sure why it's only happened now.
