Downton Abbey, Victoria and The Voice could be amongst the draws at the proposed new attraction for ITV.
The aim is to give 250,000 visitors a year a chance to experience its programmes instead of merely watching them on television.
The broadcaster has announced that it is looking for a central London site for a potential visitor attraction based around its most popular shows.
A brochure entitled “A place for drama to live in London” was issued to property industry professionals. It shows that ITV is looking for a site in Zone 1.
The venue seems likely to include a 100-seat auditorium for “immersive cinematic presentations”. It will also feature a restaurant. Proposals suggest it will provide a “distinctive visitor experience”. In addition, sets, costumes and artefacts from programmes will be on display.
“As part of our business we have a team which operates experiential events around our programmes, including the Emmerdale Studio Experience and This Morning Live,” says ITV. “We are always looking at new ways to expand this and bring in new programme brands.”
Lambert Smith Hampton have been hired to lead the search for a suitable site of up to 20,000 sq ft. The company declined to comment.
Plans are at an early stage, however the target launch is set for 2018. If so, it will coincide with Carolyn McCall taking up the reins at ITV, becoming the network’s first female boss.
If it goes ahead, the attraction could provide a major new revenue stream for ITV, as it aims to diversify away from advertising.
ITV already owns The Emmerdale Studio Experience, which includes an 80-minute tour of sets in Leeds.