ITV3 And ITV4 Set For Make-overs

ITV is going to revamp its digital channels ITV3 and ITV4 to build audiences for programmes that could move to ITV1, according to reports in the trade press.

Rupert Howell, managing director of ITV brand and commercial, said there was “more potential” for the two digital channels as they are less defined than ITV1 and ITV2.

However, Howell added: “It is a balancing act, although they are doing so well that we don’t want to spoil that.”

ITV3 had a 1.5% share of total viewing in May 2008, compared with 1.3% a year ago, while ITV4 had a 0.9% share, up from 0.6%.

ITV2 has picked up a younger audience with American’s Got Talent and Katie and Peter, while ITV3’s most popular programmes are Midsomer Murders and Poirot.

ITV4 features films, motor sports and football highlights and “would benefit more” from a revamp, said TV director at MediaCom, Phill Hall.

Howell confirmed Peter Fincham, the new director of television at ITV, is keen to move popular programmes from its digital channels to it main channel, ITV1.

ITV has not confirmed a timescale for the changes to ITV3 and ITV4.

ITV: 020 7843 8000 www.itv.com