ITV Studios Preps New Entertainment Label

In January 2026, ITV Studios is launching a new label, focused on scalable entertainment and competitive formats, to be led by Lily Wilson and Tom Williams.

Wilson, currently ITV’s entertainment commissioning editor, has been tapped as managing director, with Williams joining from TalkbackThames as creative director. The new, as-yet-unnamed label will focus on creating returning entertainment brands for the global market. The venture will also house the Potato team, as well as Potato’s and 12 Yard’s catalogs.

Tim Carter, managing director for U.K. unscripted at ITV Studios, commented, “Lily has been synonymous with the biggest shows on television and intimately understands what it takes to create excellence. 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.”

Wilson added: “I am absolutely thrilled to be joining ITV Studios to lead this exciting new label. I have had an amazing six years in commissioning and now cannot wait to return to my original love—program making. I am so looking forward to working more closely with the hugely talented team at Potato, and of course with Tom, to bring some exciting new entertainment formats to the market.”

Williams commented: “My four years at TalkbackThames have been truly wonderful, working on projects I’ve loved alongside brilliant people right across the business. So while I’m sad to be leaving, the chance to join ITV Studios and work with the exceptional Lily on such an exciting new venture was something I had to say yes to. I can’t wait to get cracking with the Potato team as we set our sights on creating TV’s next big hits.”