ITV4 Lifts Lid On Launch Programmes

ITV has announced the programming lineup for its new male orientated channel ITV4, with a mix of American series, films and sports coverage promising to entice viewers.

The new channel, which launches on 1 November across all digital platforms, will be on air between 6pm and 6am, screening amongst other things a remake of detective series Kojak, new police drama Wanted, and the first UK screening of a mini-series based on the film Traffic.

The new channel will also deliver a dose of reality, in the shape of Invasion Iowa, which sees former Star Trek actor William Shatner “attempting 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.

ITV claims the new channel will be an upmarket offering, aimed at 25-44 year old males. The broadcaster also claims to be targeting an audience not currently catered for by other ITV channels.

ITV sales director, Gary Digby, was enthusiastic about the launch, stating: “We have successfully grown our digital portfolio over the last few years, with new channels targeting specific demographics. The launch of ITV4 will deliver a grown up entertainment channel to a key segment of the population for advertisers targeting a discerning, upmarket and male skewed audience.”

Next month will see Channel 4 launch its newest digital offering, More4, aimed at a more adult audience than its entertainment-focused sister station, E4. The new channel, cheekily being billed as an “adult entertainment” offering, is set to go live on 10 October, courting controversy from day one with A Very Social Secretary, a satirical dramatisation of former home secretary David Blunkett’s career (see October Launch To Bring More4 To The Masses).

ITV: 020 7843 8000 www.itv.com