Sky CEO Dana Strong Says ITV TV and Streaming Deal Will Keep It “Deeply British” as Part of Sky’s £1.6 Billion Expansion

Sky Chief Executive Dana Strong said ITV will remain “deeply British” after her company agreed to take control of ITV’s television and streaming unit in a deal valued at £1.6 billion, according to comments reported by Deadline on Monday, July 6, 2026.

Deadline said the acquisition was announced early Monday and that Strong framed the outcome as preserving the character of ITV’s programming and brand identity even as ownership changes. Her statement was delivered in the context of a broader debate in the UK over how much culture and public-interest broadcasting can be influenced by international media capital.

Under the terms described by Deadline, Sky’s purchase would effectively consolidate ITV’s television and streaming operations into Sky’s portfolio, with Deadline characterizing the outcome as placing two UK public service broadcasters under Hollywood control. The report’s wording centers on the control implications of the transaction rather than changes to specific editorial policies, commissioning, or staffing arrangements.

Strong’s “deeply British” characterization aligns with a common position taken in major UK media deals, in which executives emphasize continuity for viewers while seeking regulatory clearance and public confidence. Deadline’s report indicated that Strong’s remarks were made as the agreement was publicly disclosed earlier in the day.

The deal value reported by Deadline is £1.6 billion (reported alongside a U.S. dollar equivalent of $2.1 billion). The transaction is positioned by the outlet as a “crown jewel” acquisition, reflecting ITV’s role in UK television and its streaming presence.

The agreement also raises practical questions about how public service broadcasting objectives are managed inside a larger, internationally oriented group. While Deadline’s account focuses on ownership and control, the implications for programming decisions, platform strategy, and long-term investment would typically be reviewed through the appropriate UK oversight mechanisms as the transaction proceeds.

As of Monday, July 6, Sky and ITV have set the terms of the acquisition in the public record, with Strong emphasizing continued British identity for ITV despite the change in corporate ownership. Next steps would depend on the completion of the transaction process, including any required approvals and compliance checks, though Deadline’s report did not lay out those milestones in the summary available here.