Flagship television programmes such as Good Morning Britain and the Jonathan Ross Show are moving to White City.
ITV is shifting daytime television production from central London’s South Bank, further strengthening the reputation of W12 as the capital’s creative hub.
Next year 350 ITV staff will move into offices in White City Place and Television Centre in Wood Lane to produce Lorraine, This Morning, Loose Women, It Takes Two (Strictly’s spin-off show), Jonathan Ross and Good Morning Britain.
ITV’s daytime production will fill 1,000,000 sq ft of WestWorks, joining an area already hosting 3,000 BBC staff at White City Place, Imperial College’s White City campus, the Royal College of Art, Huckletree and Yoox Net-a-Porter.
The announcement was welcomed by Hammersmith & Fulham Council. “We are determined to make H&F the best place to do business in Europe,” said Cllr Andrew Jones, H&F Cabinet Member for Economic Development and Regeneration. “And ITV’s move is another boost to our strategy of building on the impressive cultural media legacy of White City.”
The WestWorks complex includes a cafe, restaurants and leisure fitness studios in the former BBC media village.
In total, £8billion is being spent on a 15-year regeneration of the area, forming a new hub of activity, creativity and academia in what was once the site of the Franco-British Exhibition of 1908, whose pale-coloured pavilions gave the area the name White City.
It is reckoned that the redevelopment will generate 20,000 new jobs.
ITV is moving out of the South Bank site near Waterloo while land containing its old headquarters is redeveloped.
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