ITV's former controller of entertainment Claudia Rosencrantz has teamed up with ex-Celador MD Adrian Woolfe to launch a new entertainment news channel, LIT.
The new service is unashamedly celebrity-focussed and according to Rosencrantz, will "treat the world of celebrity as if it's Watergate".
LIT is currently broadcasting live for just one hour a day online but according to Deadline, has ambitions of ramping up to become a widely-distributed, 24-hour-a-day operation inside three years.
Rosencrantz and Woolfe, who met developing Who Wants To Be A Millionaire? 20 years ago, have raised seed capital for the venture and have assembled a staff of 28 to launch the project during the coronavirus lockdown.
LIT is primarily aimed at a US audience and is anchored by three American hosts, although the operation is based in London.
"It's actually bonkers what we're doing," Woolfe told Deadline. "What we're doing is not just remote, but it's live and remote and so over the past six weeks, we have been piloting on a daily basis live.
"Over the course of the coming weeks and months we will ramp up the number of hours."
LIT streams on YouTube, Instagram, Twitter and Facebook at 2pm ET (7pm UK) daily.