ITV Gears Up For Digital Launch

Tomorrow will see ITV launch its third digital entertainment channel, ITV4, with launch programming including premium sporting events, detective and crime based shows and big budget American imports to tempt male viewers away from rival offerings across all digital platforms.

The new channel will kick off with a week of high-profile sporting events, including live UEFA Champions League football, live UEFA Cup football, and live world championship boxing.

Elsewhere, a remake of detective series Kojak, new police drama Wanted, and the first UK screening of a mini-series based on the film Traffic will cater for drama fans.

ITV4 promises a healthy dose of reality programming too, with Invasion Iowa chronicling former Star Trek actor William Shatner’s attempts to pull off “the greatest hoax in US history,” while spoof reality show The Assistant, follows twelve Hollywood wannabes as they are put through a series of Apprentice style tasks.

Stephen Arnell, channel editor of ITV4, believes the new offering will quickly become the channel of choice for its target market of male viewers. “ITV4 brings a whole new dimension to the ITV family of channels, premiering brand new US shows and premium UK sporting events as well as quality movies and great comedy. ITV4 is set to follow in the footsteps of ITV2 and ITV3 as a successful addition to the ITV family of channels.”

The new channel follows hot on the heels of Channel 4’s drama and documentary focused More4, which hit screens earlier this month (see More4 Set For Debut Broadcast Tonight).

ITV4 is the latest in a long line of digital channel launches by ITV, following ITV3’s launch last year (see ITV3 Launches On Sky Following GSB Acquisition). The broadcaster has plans to expand its channel portfolio further, however, having confirmed that a dedicated children’s TV channel will begin broadcasting by 11 February 2006 (see ITV Confirms February Launch For Kids Channel).

ITV: 020 7843 8000 www.itv.com