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ITV launches "calming" overnight programming strand

ITV launches
ITV launches a new year-round overnight programming block aiming to give viewers a "calming" experience.

ITV has launched a brand new overnight programming block called Unwind with ITV, designed to give viewers a "calming and reflective" experience.

Unwind will air 365 years a year across most of ITV's channels - ITV, STV, ITV2, ITV3 and ITV4 - in the late-night and early-morning hours.

The strand will comprise calming music set to footage of idyllic and peaceful landscapes, in addition to ASMR content, poetry readings and on-screen details of mental health support charities such as Campaign Against Living Miserably (CALM), the Samaritans and Mind.

Adam Mitchell, ITV's head of programming strategy communication, said: "Across our schedules we strive to reflect the lives of our viewers, and through our partnership with CALM we recognised that for many people, and for many different reasons, the middle of the night can be a lonely and often stressful time.

"That's why we've commissioned Unwind with ITV to run every night of the year - to provide an accessible and peaceful space for anybody to take a moment to relax and escape."

The strand launched last night and is also available for on-demand viewing through the ITV Hub.

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