By Tess Armstrong
September 18, 2026
In a major programming move that underscores the enduring dominance of lifestyle television in the digital age, UK commercial broadcaster ITV has announced a significant expansion of its partnership with celebrity chef James Martin. The network has confirmed the renewal of the flagship series James Martin’s Saturday Morning through 2027, alongside the commissioning of two brand-new original productions.
This multi-show deal, produced by the chef’s own production house, Blue Martin, signals a strategic pivot by ITV to capitalize on the "comfort viewing" trend that has seen culinary content become a cornerstone of both linear ratings and on-demand streaming performance.
The Core Expansion: A Trio of Culinary Ventures
The announcement confirms that ITV is betting heavily on Martin’s brand, which balances high-end gastronomy with accessible, home-cook-friendly techniques. The slate of upcoming content includes:
- James Martin’s Saturday Morning (Renewal): The stalwart weekend show, which features a blend of culinary masterclasses, celebrity interviews, and lighthearted banter, will remain on the airwaves for at least another two years.
- James Martin’s Italian Adventure: A travelogue-meets-culinary series that follows the chef as he navigates the iconic Mille Miglia route.
- James Martin’s Quick ’N’ Easy: A new format specifically designed to address the needs of the modern, time-poor consumer, focusing on efficiency without compromising on flavor.
Chronology of Success: From Morning Staple to Streaming Titan
To understand why ITV has committed to such an extensive future slate, one must look at the recent performance of the Saturday Morning brand.
- 2017: James Martin transitioned to ITV, bringing his signature style to a Saturday morning slot that has since become a ritual for millions of British households.
- 2024: The series hit a plateau in terms of traditional linear growth, prompting a shift toward digital-first content strategies.
- 2025: ITVX, the network’s streaming platform, began aggressively promoting "box-set" style consumption of cooking shows, leading to a surge in library viewership for the chef.
- H1 2026: The show recorded a massive 5.3 million streams on ITVX, representing an 18% year-on-year increase.
- September 2026: ITV secures the future of the franchise, signaling that the "Martin effect" is a vital component of their 2027 content roadmap.
Supporting Data: Why Cooking Shows Are the New "Must-Have"
The decision to renew and expand is not merely a subjective choice by ITV executives; it is rooted in hard data. The 18% increase in streaming figures is a significant outlier in a market where linear television viewership is generally trending downward.
The Streaming Shift
Industry analysts point to the "binge-ability" of cooking content. Unlike high-stakes dramas, which require sustained attention, culinary programming serves as "lean-back" content. It provides high production value—often featuring travel, luxury ingredients, and celebrity charisma—that appeals to a broad demographic, from Gen Z foodies to legacy television audiences.
Demographic Reach
Data suggests that James Martin’s Saturday Morning bridges a crucial gap between the 16–34 demographic and the 55+ demographic. While younger viewers consume the content via short-form clips on social media and full episodes on ITVX, the 55+ demographic remains a loyal base for the Saturday morning linear broadcast. This duality makes the show a "unicorn" in modern television scheduling—a program that satisfies advertisers across multiple age brackets.
Exploring the New Formats: A Deep Dive
James Martin’s Italian Adventure
Perhaps the most ambitious of the new commissions is Italian Adventure. Set to coincide with the 100th anniversary of the Mille Miglia—the legendary open-road endurance race that began in 1927—the series serves as a homage to Italian culture.
Martin, a known automotive enthusiast, will combine his passion for fast cars with his culinary expertise. The series is expected to capture the visceral beauty of the Italian landscape, with the historic race route serving as a backbone for the narrative. By airing in early evening slots, ITV is positioning this show as a "premium travelogue" rather than a standard cooking demonstration, aiming to compete with high-budget travel documentaries.
James Martin’s Quick ’N’ Easy
In contrast, Quick ’N’ Easy returns to the roots of the chef’s utility. In an era of rising living costs and hectic professional schedules, the show is designed to be highly practical. The format will focus on "kitchen hacks," cost-effective ingredients, and, most importantly, time management. By providing actionable, immediate value to the viewer, ITV aims to ensure the show maintains high repeat-viewing figures.
Official Responses and Strategic Implications
While ITV has yet to release a granular breakdown of the financial terms, the tone from the broadcaster is one of immense optimism.
"James Martin has become synonymous with the ITV weekend identity," said a spokesperson for the network during the announcement. "By extending our partnership, we aren’t just securing a popular show; we are investing in a brand that continues to grow across both traditional broadcast and digital platforms. The 18% growth in streaming is a testament to the show’s evolution."
For James Martin, the expansion offers a platform to diversify his output. By producing these shows under the Blue Martin banner, the chef is effectively transitioning from a "talent" to a "media owner." This allows for greater creative control and the potential to monetize the IP (Intellectual Property) in international markets, where British cooking shows have historically performed exceptionally well.
Implications for the Broader Television Landscape
The renewal of this deal carries several broader implications for the UK television industry:
- The Rise of the Production-Chef: The shift toward talent-led production companies (like Blue Martin) is likely to continue. Broadcasters are increasingly willing to grant more autonomy to chefs who can prove they have a direct line to the audience.
- The "Slow Content" Movement: In an era of chaotic, high-stress news cycles and fast-paced streaming dramas, there is a clear appetite for "slow" or "gentle" television. Cooking shows that offer a sense of order, beauty, and achievement are seeing a renaissance.
- Cross-Platform Monetization: ITV’s success with these shows proves that the "linear-to-digital" bridge is still viable. By leveraging ITVX to capture the audience that missed the Saturday morning slot, ITV is creating a 24/7 ecosystem for its content, rather than relying solely on the broadcast window.
Conclusion: The Culinary Future
As we look toward 2027, the trajectory for James Martin and ITV appears clear. By doubling down on a successful formula while simultaneously experimenting with high-concept travel and practical lifestyle advice, the partnership is positioning itself to remain at the forefront of the UK’s culinary media landscape.
The success of James Martin’s Saturday Morning is not just a triumph of television production; it is a reflection of how the audience interacts with the "celebrity chef" archetype in the 21st century. Whether it is through the lens of a classic Italian car or the practicality of a mid-week dinner, the audience remains hungry for the expertise and charisma that Martin provides.
As the industry faces increased competition from global streaming giants, ITV’s commitment to its homegrown talent is a signal that local, relatable, and high-quality lifestyle programming remains a vital component of a successful broadcast strategy. With two years of confirmed content already in the pipeline, the kitchen at ITV shows no signs of cooling down.
