Filming started this week on Ruby Speaking, a new ITVX sitcom starring comedian Jayde Adams.

Created by Adams, executive producer Lucy Lumsden and writer Abigail Wilson, the rest of the core cast has also been announced.

Katherine Kelly plays Vicki, Sam Swainsbury is Mark, Joe Sims appears as Tom, Jamal Franklin as Cameron, Nicky Goldie is Donna, Amy-Leigh Hickman plays Ellie, Dan Hiscox is Craig and Kiera Lester plays Melons.

Inspired by stand-up comedian Adams's real life experience working in a call centre, the 6-episode comedy is built around newly-single Ruby, a "fun and irreverent member of the customer service team at the Bristol call centre of Hellocom".

Producers say: "The life and soul of her workplace, Ruby struggles to read from the prepared script that work and life have foisted upon her, choosing instead to walk her own chaotic path. Ruby Speaking[/h] follows Ruby and her ragtag bunch of colleagues at the Hellocom call centre as they live, love, laugh and enter a choir competition they have no business being in."

Made by Yellow Door Productions, the series is directed by Rosie Gaunt-Mathieson and produced by Jon Macqueen. It will launch on ITVX, the broadcaster's new streaming platform, later in 2023, before broadcast on television at a later date.