By Adria Calatayud

British broadcaster ITV PLC and European pay-TV company Sky, part of Comcast Corp., have signed an extended long-term commercial partnership, the companies said Wednesday.

The companies said the new partnership enhances Sky customers' access to ITV's content and services, and builds on a previous agreement.

ITV will launch its ITV Hub app on its partner's Sky Q service during 2022. The deal also enables ITV to launch addressable advertising on Sky platforms across both video-on-demand and linear viewing, the companies said.

Shares in ITV at 0905 GMT were up 2.4% at 118.65 pence.

Write to Adria Calatayud at adria.calatayud@dowjones.com

(END) Dow Jones Newswires

July 21, 2021 05:26 ET (09:26 GMT)

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