2026 PREDICTIONS FOR BROADCAST MEDIA AND PR

Between Sky’s bid for ITV, the prospect of public service media consolidation, and a growing reliance on trusted channels amid AI slop, 2026 is shaping up to be an eventful year for brands willing to grasp the opportunity.

SkITV? How one deal could redefine the commercial TV landscape

Sky’s proposed £1.6bn acquisition of ITV’s media and entertainment division would represent one of the biggest shake-ups in UK TV history. If regulators approve it, the combined entity would become the UK’s largest commercial broadcaster.

With more commercial power concentrated in one place, brands looking to punch above their paid weight will need genuinely newsworthy stories and creative formats that earn their place on air.

Could Public Service Broadcasting consolidation follow?

Alongside commercial consolidation, 2025 has seen renewed discussion about the future of UK public service broadcasters ahead of the BBC’s Royal Charter renewal in 2027. Should Sky acquire ITV, the case for PSB consolidation becomes even more compelling.

A combination of the BBC’s global news muscle and trusted brand with Channel 4’s challenger tone and standout social engagement could prove hugely positive for audiences and advertisers alike.

A renewed appreciation of earned and social media as broadcast amplifiers

Paid advertising costs across major digital platforms have risen sharply, while trust in paid media continues to weaken. The result is a clear reappraisal of earned media. Simply put: paid buys frequency, earned buys trust.

Research from Newsworks consistently shows UK news brands outperform social platforms on trust and influence. By 2026, broadcast PR will no longer be a “nice add-on” to paid plans, but a core consideration for media agencies.

The definition of a “broadcaster” will keep evolving

Twenty years after YouTube invited us to “Broadcast Yourself,” the question of who counts as a broadcaster has never been more relevant. In 2026, audiences will move fluidly between linear TV, on-demand platforms, and social feeds.

The coming year will see established broadcasters shift from channel-first thinking to content-first commissioning, where YouTube, TikTok, and Instagram are not competitors, but additional broadcast platforms.