Sky's proposed £1.6bn acquisition of ITV's broadcasting and streaming business marks one of the biggest shake-ups in UK media in decades. By combining Sky's pay-TV and streaming capabilities with ITV's free-to-air channels and ITVX platform, the deal aims to create a stronger UK broadcaster capable of competing with global streaming giants.

For brands and advertisers, the move highlights the continued consolidation of the media landscape as broadcasters look to scale their audiences, content libraries and streaming offerings in response to changing viewing habits.