ITV's glitzy Brooklyn set emphasises the 'entertainment' element of the FIFA World Cup, capturing the modern essence of New York City as the network spends big to transport viewers abroad while the BBC remains at home.
ITV's Royal Treatment for Pundits
ITV didn't hesitate to splurge on royal World Cup accommodations for their punditry team of Roy Keane, Gary Neville, Ian Wright, Ange Postecoglou, and other familiar faces for UK households. Overlooking the perpetually glistening East River and peering on top of the roofs of local luxury apartment complexes, the ITV studio nestles in Dumbo, Brooklyn.
The set is almost too good to be true: the two outdoor desks look more like living rooms or back patios than television sets. ITV blends flavorful technology into each broadcast, bringing in celebrity guests for additional breakout content.
BBC vs ITV: Different Approaches
Meanwhile, the BBC is filming on location in Salford. So why is ITV doing this? 'We're an entertainment channel that does sport,' ITV Sport managing director Mark Demuth told the Mirror.
The early results are promising: ITV's opening World Cup fixture between Mexico and South Africa drew over eight million viewers, nearly double the audience from the FA Cup Final.
In the Heart of Dumbo
Dumbo is arguably the most in-demand neighborhood in New York City. Less than a generation ago, sappy rom-coms like 2023's 'Your Place or Mine' with Reese Witherspoon and Ashton Kutcher would have been set in Tribeca, Chelsea, the West Village, or other Manhattan locations. Now, it's set in Dumbo, an acronym for 'down under the Brooklyn Bridge.' Real estate investment flooded into Brooklyn at the turn of the century, and Dumbo and Brooklyn Heights, already two of the city's most affluent and historic areas, stood to benefit even more.
The ITV studio is technically in Ambo — 'above the Brooklyn Bridge.' The right shoulder of the network's second desk sits in front of Brooklyn's most beloved landmark. The Brooklyn Bridge, built in 1883 after 13 arduous years of construction, brings ITV viewers into New York.
Behind the Set
Behind the main set sits the Statue of Liberty, far enough in the distance where it's out of eyesight to most viewers, but close enough where a camera can super-zoom to capture it for a scenic shot. Demuth and company had to move their upstairs studio three meters after landing in the United States six weeks ago. Nothing was wrong with the initial setup, but the extra height allowed ITV to capture just the right vista.
The main set is weather-protected, with air conditioner units pumping cold air throughout the day to ensure performance in the evening. A large canopy sits above to block out minor rain. However, the show will move to an emergency studio downstairs in case of a serious downpour (as it did on Monday morning during the Sweden-Tunisia match). Despite being able to rely on technology that could make the set still feel like it's outside even once it's moved, Demuth reiterated that ITV will tell viewers of the change.
