ITV has announced a new service called 'EarlyBe' which will give viewers the chance to watch key shows ahead of their regular broadcast on ITVBe.

The initiative will start on the morning of Tuesday, September 3 with the premiere of the first episode of the new series of Sam & Billie: The Mummy Diaries before its airing on the channel that night.

New episodes from the 12th series of The Real Housewives of Cheshire and the 10th-anniversary edition of The Only Way Is Essex will also premiere on EarlyBe, which will be part of the ITV Hub.

In each case the broadcaster says that new episodes will be made available "by 7am" on their day of transmission.

Paul Mortimer, ITV's head of digital channels, said: "ITVBe's reality content has always proved hugely popular on the ITV Hub platform, and now we're treating Hub viewers to an early morning fix of their favourite shows, ensuring they can stay ahead of the curve on all the Essex dramas and Housewives feuds."

Other upcoming shows to get the EarlyBe treatment include Ferne McCann: First Time Mum and Gemma Collins: Diva Forever & Ever.