ITVX is leaning into fast-cut, culturally current sketch comedy with Say! Less!, a new pilot set to drop this October as part of the platform’s 2025 Black History Month slate.
From Daddy’s SuperYacht Productions, the 22-minute special aims squarely at the Black British Gen Z demo, with a kinetic mix of parodies, online chaos, and absurdist characters. Billed as “unapologetically Black British,” the pilot marks a scripted pivot for ITV’s Fresh Cuts strand—traditionally focused on factual formats.
The project is led by Kevin Muyolo, who created and exec produced the pilot. Muyolo, a 2022 TV Collective Breakthrough Leader, is known for his work on Famalam and The Big Narstie Show, and brings that same anarchic comedy DNA here. Richard Botchway and Nahrein Kemp commissioned the special under ITV’s broader £80 million commitment to diverse programming through 2028.
Say! Less! will also roll out via ITV’s YouTube channel alongside its streaming debut, aiming to expand reach among mobile-first viewers and younger audiences who live online. It’s one of six titles set for Fresh Cuts 2025, but the only scripted comedy in the mix.
