ITV2’s director of programmes Brian Barwick today unveiled details of ITV2, the digital terrestrial channel to be launched at the end of later this year.
Speaking at a presentation to ITV companies and independent producers, Barwick said: “ITV2 will not be a niche channel, but will be aimed at a younger, more diverse audience than ITV serves – particularly men, lighter viewers and busy people who want more opportunities to view on their own terms and in their own time. Our overall aim is quality rather than quantity.”
ITV2’s project director Andrew Chowns added:”ITV2 is what we have always wanted but never had – a second channel on which we can be experimental, and nurture the stars and formats of the future away from the fierce heat of the main channel ratings war.”
It is anticipated that the channel will start broadcasting for a few hours per day and this will then build to a 24 hour operation. The schedule will initially contain 30% original commissions and a number of ITV programmes will cross over to the new channel for “time shift” viewing. Interactivity and widescreen will also be key elements of the ITV2.
Specific programmes which are planned include:
an hour-long, early evening, possibly live teenage magazine/chat show to run five days a week throughout the year.
an hour-long, peaktime weekly pop/CD/video review show aimed at 16-34s to run throughout the year.
a late night half-hour weekly review of the ‘soaps’ to run throughout the year.
short run revivals of famous game show hits.
a weekly half-hour topical television review show.
a comedy quiz format aimed at younger viewers.
half-hour, young appeal lifestyle programmes.
an hour-long factual serial aimed at a young, predominantly male audience, possibly involving a sporting theme.
a 90-minute weekly news review programme to run throughout the year, aimed at young and lighter news viewers.
an interactive sports magazine programme to run twice a week throughout the year for the young male audience.
a football game show aimed at 16-34s
a young appeal weekly sports news and results programme to run on Saturday afternoons throughout the football season.
The commissioning process is expected to be completed by the end of July.
An interview with Andrew Chowns will be appearing on Newsline on Friday.
ITV: 0171 843 8000
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