Interview - Initial plans.

It may be owned by Endemol and have a reputation for its reality output, but Initial is not simply Big Brother's little brother, say its bosses. Maria Esposito reveals their brand strategy.

if you have an account

full-subs-package-LR-resize

Do you want to keep reading?

Register to read five free articles per month

Subscribe and get access to

  • Up to the minute industry news
  • Insight into the latest programme performances
  • Ratings data with viewing trends
  • In-depth news analysis

Access premium content subscribe today

If you have an account you can SIGN IN now