ITV Names Launch Date for Fourth Digital Channel

20 July 2005

Having escaped the clutches of US media titan Time Warner (at least for the time being), Britain's largest commercial broadcaster ITV got back to business as usual on Tuesday.

Heralding a return to normality, ITV announced that its fourth digital channel, ITV4, will launch 1 November - twelve months to the day since ITV3 hit the terrestrial dTV spectrum

The new channel will target young males and ITV says it plans to invest a minimum of €21 million ($25m; £14.5m) in netting this lucrative audience.

ITV3 will be a free-to-view, entertainment-oriented platform, airing evenings and weekends, and heavily reliant on US imports. "It's the first time we can compete head to head with channels using a high proportion of US acquisitions like Sky One, Channel 4 and Five," said ITV Broadcasting chief executive Mick Desmond.

ITV3, which won a 3.5% share of the multichannel market within its first twelve months, is (after Sky1) the second most-watched channel in multi-channel homes.

The new channel's daytime spectrum will be occupied by up a yet to be named ITV-branded children's offering.

Data sourced from; additional content by WARC staff