What the be is ITVBe?

Can you help solve something for me and tell me what does the 'be' in ITVBe mean?

thanks

I don't think it has any meaning. It's probably just something the marketers came up with that condenses "female, lifestyle, reality, entertainment" into a two letter word.

What does the Breeze in Granada Breeze mean? Same thing. (It's not about the weather).

Ah ok. We had loads of names like British entertainment. lol. Thanks Phil

Well, I don't know for definite! That's just my assumption. You'll have to contact ITV

Its more like ITV B ie Its not A rate programme ;0)

Given Simply Be is a women's fashion thing, I'm going to assume "be" is some sort of buzzword for women.

Or "ITV Because it's too sh*t for ITV2" just couldn't fit on the EPG.

I have always assumed, especially because of the way it's placed on their website after ITV2, to mean ITV2B (but that would have looked as equally stupid as ITVBe).
http://i64.tinypic.com/2regl5j.jpg

Perhaps we can ask one of the women on here . . .

Oh . . .