Adrian Wills is the Genre General Manager for UKTV's Drama & Lifestyle channels. He is responsible for the overall creative direction, commercial and editorial performance of each channel, and for implementing their long-term growth strategies.
After leading a string of channels at UKTV, Adrian launched Drama in 2013 and it has become the most successful channel to launch in the UK this decade. Adrian oversees the strategic planning, acquisition and marketing of the channel, and his leadership of Drama has seen it grow every year to gain its status as the country's most popular non-PSB channel.
Adrian also took over Alibi in 2013 and has sustained strong performance on the channel through high-profile acquisitions like Murdoch Mysteries, Quantico and Rizzoli & Isles.
Before its rebrand to Yesterday, Adrian was Channel Head on UKTV History, which quickly established itself as the leading specialist factual channel in the UK and won Best New Channel of the Year at the Edinburgh International Television Festival. As General Manager of Yesterday, he has ordered a number of successful co-productions and returning factual series like Forbidden History, Unearthing WWII and Medieval Dead.