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ITV gets green light for new attraction in former This Morning studio

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ITV has got the green light for a new visitor attraction with experiences and exhibitions. It will be located in the former This Morning studio on the South Bank in London.

According to TVBEurope, ITV has received planning permission from Lambeth Council to turn the previous home of This Morning on the South Bank in London into an attraction.

The attraction will open at Prince’s Wharf, which is located between Gabriel’s Wharf and the former London Television Centre.

ITV has been given five-year temporary planning permission for the destination, which will feature exhibitions and experiences based on popular TV shows.

Safety measures at new attraction amid COVID-19

ITV originally planned to open the attraction this year, but it’s probably been delayed due to the outbreak of coronavirus.

ITV is looking at various precautionary measures that could be implemented at the studio, which will be capable of welcoming 4,000 daily visitors.

These include health questionnaires on ticket booking websites, limiting visitor numbers and “provision for infrared body temperature checks in the ticket halls”.

At the planning meeting, a council officer read out a statement from Fergus Campbell, controller of commercial development at ITV Broadcasting (via London News Online).

ITV attraction capable of hosting 4,000 visitors

“The ambition for the venue is to showcase the craft of British TV productions, which is a major global export,” said Campbell.

“The venue will play host to exhibitions and experiences, themed around famous and cherished TV programmes.”

On the pandemic, Campbell continued: “The current situation with the coronavirus has of course disrupted the original business plan.

“Whilst ITV remains committed to the venture, it is now unlikely that the venue can admit visitors in 2020, that having been the original anticipation.

ITV visitor attractions and tours across UK

“Visitor and staff welfare is a core priority and ITV is currently determining the types of measures that might be implemented to enable the venue to function safely and/or if it can be operational.”

ITV’s portfolio already includes Coronation Street The Tour, Emmerdale Village Tour, Emmerdale Studio Experience, This Morning Live, and ITV Daytime Studios Tour.

ITV is also partnering with Lifestyle Outlets to open an immersive leisure attraction at a shopping centre in MediaCityUK, with ITV an anchor tenant.

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Bea Mitchell

A journalist specialising in entertainment and attractions, Bea loves theme parks (mainly Disney) and is particularly interested in things of a gothic, horror or fantasy nature.

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