On 16 April 2025, ITV plc announced a new
game showoriented channel known as ITV Quiz and would replace ITVBe’s channel space in June. The new channel's schedule would primarily be focused on reruns of ITV game shows; it had been reported that game show channels were among the most popular
free ad–supported streaming television (FAST) channels on ITVX. The channel's format is unrelated to that of the short-lived
ITV Play channel, which focused exclusively on
phone-in shows using
premium-rate calls, and shut down amid
scandals surrounding such programmes. ITV Quiz launched on 9 June 2025, replacing ITVBe in its channel slots its launch lineup featured recent ITV game shows such as
Stephen Mulhern's
Deal or No Deal,
Lingo,
Tenable,
Tipping Point,
Graham Norton's
Wheel of Fortune, and
Jeremy Clarkson's
Who Wants to Be a Millionaire? It competes primarily with
Sky's long-running FTA channel
Challenge, which itself carries ITV's game shows such as
The Chase,
Cash Trapped,
5 Gold Rings,
The Cube, and
Roy Walker's
Catchphrase. As with the other ITV channels, ITV Quiz features its own edition of
Unwind with ITV, which shares the channel's late night hours with
teleshopping. ==Programming==