The label will be run by Lily Wilson and Tom Williams and will house Potato’s team and inventory of IP

ITV Studios will launch a new, unscripted label to focus on scalable entertainment and competitive formats.

The label – to be named at launch in January 2026 – will be headed up by Lily Wilson as managing director and Tom Williams as creative director. It will have bases in London and Glasgow.

The new banner will also house the Potato team, as well as Potato and the now-closed 12 Yard’s inventory of quiz shows and catalogue.

Wilson joins from her role as commissioning editor, entertainment at ITV, a post she has held for the past six years. Her credits include high-profile, shiny-floor shows such as Britain’s Got Talent, The Voice, Saturday Night Takeaway and The BRIT Awards.

She relaunched ITV’s An Audience With brand with Adele, and commissioned the celeb-based Cooking with the Stars, now in its fifth series.

Prior to commissioning, Wilson produced titles including such as I’m A Celebrity, Love Island, Britain’s Got Talent and The Jump. At the new label, Wilson’s key remit will be to get the label to the forefront of contemporary competitive entertainment, grow the slate and develop new revenue streams.

Williams, who has developed shows from The Million Pound Drop to Mamma Mia! I Have a Dream, moves from TalkbackThames where he was creative director, responsible for creating shows including Battle Camp and The Big Celebrity Detox.

Prior to joining TalkbackThames, he was at Banijay label Remarkable, where he helped develop Starstruck alongside helping bring NBC’s The Wall and a reboot of Ready Steady Cook to the BBC. Reporting into Wilson, Williams’ remit will be to ensure the new label is creating and launching original, attention-grabbing new IP.

Tim Carter, MD unscripted, UK, ITV Studios, said: “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.”