ITV3 Launches On Sky Following GSB Acquisition
ITV has announced the purchase of Sky Ventures’ 49.5% share in multi-channel operation Granada Sky Broadcasting for £10 million, a move which brings ITV3 to Sky in place of GSB’s Plus.
ITV’s third entertainment channel made its debut on digital terrestrial television, digital cable and digital satellite last night at 9pm, broadcasting to around 13 million homes after initially being advertised as exclusive to Freeview and cable viewers.
ITV3 will seek to boost the channel’s viewing share amongst older viewers, showcasing contemporary British drama from ITV’s extensive programme library. Titles scheduled for broadcast include Prime Suspect and Inspector Morse, in addition to films and US acquired series.
The acquisition of GSB further strengthens ITV3 by giving it access to an additional catalogue of popular titles including Cracker, Sherlock Holmes, The Darling Buds of May, Wycliffe and PD James.
Commenting on the deal Charles Allen, chief executive of ITV, said: “We are delighted that ITV3 will be available on all digital platforms from launch, reaching the widest possible multi-channel audience. Incorporating recent popular drama from ITV1 and the best of Plus into ITV3 will create the strongest possible proposition for viewers and advertisers. This deal delivers on our strategic objective to build the ITV family of digital channels and will enable ITV3 to maximise its potential.”
Earlier this month ITV unveiled the branding to be used by ITV3 ahead of a wider re-brand which will see it drop the celebrity idents from flagship channel, ITV1. The new channel has developed ID’s, promotional packaging and junction elements to reflect the ‘quality and diversity’ of its programming line-up and will use airtime for promotional purposes instead of branding (see ITV3 Unveils On-Air Branding Ahead Of Launch).
ITV: 020 7843 8000 www.itv.com
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