Lily Wilson, Tom Williams lead ITVS entertainment label

ITV Studios is to launch a new label in January 2026 focused on scalable entertainment and competitive formats as Tim Carter, MD Unscripted, UK, ITV Studios, today names industry leaders Lily Wilson as its new Managing Director and Tom Williams as Creative Director.

The name of the label will be unveiled in January 2026 when the pair join. It will offer “ambitious, primetime, premium, eye-catching” formats and its focus will be on developing “brand-defining”, returning entertainment shows “in response to a growing global market need.”

The label will also become the new home for the Potato team, as well as Potato’s and 12 Yard’s portfolio of quiz shows and catalogue.

Wilson joins from her role as Commissioning Editor, Entertainment at ITV, a post she has held for the past 6 years. She was responsible for some of ITV’s most successful shows such as Britain’s Got Talent, The Voice, Saturday Night Takeaway and The BRIT Awards. She relaunched ITV’s heritage 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 a wide variety of award-winning entertainment shows such as I’m A Celebrity, Love Island, Britain’s Got Talent and The Jump, plus she helped oversee the successful move and relaunch of The Voice UK on ITV.

Williams, who has developed shows from The Million Pound Drop (C4) to Mamma Mia! I Have a Dream (ITV), moves from TalkbackThames where he held the position of Creative Director, responsible for creating shows including Battle Camp (Netflix) and The Big Celebrity Detox (E4). Prior to joining TalkbackThames, he was at Banijay label Remarkable, where he helped develop Starstruck (ITV) alongside helping bring NBC’s The Wall and a reboot of Ready Steady Cook to the BBC.

The label will produce from bases in London and Glasgow.

Tim Carter 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.”

Lily 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 – programme 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.”

Tom Williams comments: “My 4 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.”

Potato’s portfolio of competition formats, headed up by Creative Directors Martin Scott and Phil Mount and Head of Production Christina Clayton, as well as 12 Yard’s key titles include: Puzzling for Channel 5; award-winning, returning competition shows including The Chase with Bradley Walsh, which celebrated 15 years on ITV, Beat The Chasers also for ITV; The Finish Line with Roman Kemp and Sarah Greene, which returned for a third series on BBC One earlier this year, Glasgow produced PopMaster with Ken Bruce for More4 – commissioned for a third and fourth series and a new series of Bullseye with Freddie Flintoff following the success of the Christmas specials on ITV – plus many more.