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 mandmeurope.com; additional content by WARC staff