Figures Show ITV3 Getting Off To Flying Start
ITV3, the new digital entertainment channel for older viewers, has announced a strong performance in its first week of operation, notching up an impressive share of viewing and outperforming rivals in terms of viewing.
According to the broadcaster, ITV3 saw the strongest multi-channel launch of recent years on 1 November, notching up a share of 3.46% compared to E4’s launch night share of 2.41% in 2001. ITV also drew attention to the BBC’s third entertainment channel, BBC3, which managed a share of just 1.33% in comparison when it launched last year.
Across all hours last week ITV3 ranked in eleventh place amongst all channels and sixth amongst all satellite, digital and cable channels. ITV also claims that, in terms of its target audience of 35 and over, ITV3 was in tenth position amongst all channels after just a week of operation slipping in just behind, behind ITV2, Sky Sports 1, Sky One, UKTV Gold and the five primary terrestrial channels.
In addition, the new channel has proved popular with ABC1 viewers, with a more upmarket viewing profile than Hallmark, UKTV Gold and UKTV Drama. In Freeview Homes ITV3 ranked as the second most popular multi-channel service, with ITV2 grabbing the top spot outside of terrestrial competitors.
ITV also claims to be beating more established rivals, Living and E4, with a reach of 6.7m viewers during its first week, making it the 11th most viewed channel in multi-channel homes, according to ITV.
The new channel provides older viewers with a mix of quality programmes from ITV’s back catalogue. Amongst the shows scheduled for broadcast are Prime Suspect and Inspector Morse, in addition to films and US acquired series. ITV claims that, so far, the most popular genre of programme has been detective drama, with the first run of Rebus being most successful rating title on ITV3 so far, watched by over half a million viewers at 21:00 on launch night.
ITV3’s launch was originally scheduled for cable and Freeview viewers only, however, a last minute deal by ITV to purchase Sky Ventures’ 49.5% share in Granada Sky Broadcasting for £10 million brought ITV3 to Sky in place of GSB’s Plus.
ITV: 020 7843 8000 www.itv.com
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