ITV has today confirmed that new digital channel ITVBe - which will become the home of The Only Way Is Essex - is to begin transmitting on Wednesday 8th October.
The new service - which is targeted at a young female audience - is dedicated to lifestyle and reality programming, which the broadcaster says will "celebrate real life and real people".
It is intended as a sister network to ITV2, which will now shift its focus to 'unashamed entertainment'.
Bosses previously confirmed that ITVBe will become the exclusive home of TOWIE, with the current series of the structured reality show - its twelfth - being the last to air on ITV2.
Other programmes set to air on ITVBe include American editions of the popular Real Housewives franchise, as well as The Real Housewives of Cheshire - the first ever UK adaptation.
ITVBe will be available free-to-air on all major digital TV platforms - including Sky, Freeview and Virgin - with further scheduling details set to be announced closer to launch.
For the time being, The Only Way Is Essex continues on Wednesdays and Sundays at 10.00pm on ITV2.