ITV4 To Launch In November

The latest addition to the ITV family of channels, ITV4 will launch on the first of November this year, offering viewers a mix of new US drama, top end British drama, comedy, movies, sport, Sci-Fi and factual programming.

The new channel will complement the programming on sister channels ITV1, 2 and 3, appealing to a more male audience than ITV1, and a younger one than ITV3.

Last month, the broadcaster announced plans to invest at least £15 million into the new male-focused channel, aiming to fill the channel with American imports to compete against rivals Channel 4, Five and Sky One (see ITV Invests £15 Million In Male-Orientated ITV4).

Commenting on the launch, Graham Duff, managing director, ITV Sales said: “We have a strong track record with our digital channels. ITV2 is now the most popular non-terrestrial channel in digital homes and ITV3 was the successful channel launch in history.”

He added: “We look forward to ITV4 joining the portfolio and further strengthening ITV’s position in the digital world.”

The broadcaster was previously believed to be plotting a rebranding of Men and Motors, transforming its output into ITV4 later this year (see ITV To Replace Men And Motors With ITV4), however, the broadcaster has since hinted at an overhaul of the Men and Motors brand, casting doubt onto its transition into ITV4.

The confusion surrounding ITV4’s launch is reminiscent of the broadcaster’s most recent digital entertainment channel launch, which saw ITV3 hit the airwaves amidst muddled marketing messages.

Originally billed as a Freeview and cable-only channel, ITV3 was finally given the go ahead for a launch on Sky following last minute negotiations for ITV to purchase Granada Sky Broadcasting for £10 million. The move enabled ITV to replace GSB’s Plus entertainment channel with its newest multi-channel offering with just hours to spare before its official launch (see ITV3 Launches On Sky Following GSB Acquisition).

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