ITV plans London venue that could have Downton Abbey and Victoria attractions

ITV is planning to build a mini theme park in London, giving up to 250,000 visitors a year a chance to “experience” its programmes rather than just watch them at home.

The broadcaster of shows such as Downton Abbey, Victoria, The Voice and Broadchurch has revealed it is looking for a site in Zone 1 for the visitor attraction.

A brochure issued on behalf of its “commerce and ventures” team to property industry professionals shows that the venue could include a 100-seat auditorium for “immersive cinematic presentations” and a restaurant. Visitors would also be able to look at sets, costumes and artefacts from programmes. The document is titled “A place for drama to live in London”, and comprises proposals for a “distinctive visitor experience”.

ITV said: “As part of our business we have a team which operates experiential events around our programmes, including the Emmerdale Studio Experience and This Morning Live, and are always looking at new ways to expand this and bring in new programme brands.”

The Emmerdale Studio Experience includes an 80-minute tour of sets in Leeds.

Agent Lambert Smith Hampton has been hired to lead the search for a suitable site of up to 20,000 sq ft. It declined to comment today.

It is understood the plans are at an early stage, although the target launch is 2018, when Carolyn McCall becomes ITV’s first female boss. If a deal is agreed, the visitor centre could provide a major new revenue stream for the media firm, which is trying to diversify away from advertising.