ITV4 to debut with live sport
ITV4's debut on November 1 will see the latest channel from ITV plc airing live Uefa Champions League coverage. Live sport is a key element of ITV's strategy for the channel, which is aimed at light-viewing men in the 25 to 44-year-old age group.
Other programming includes the remake of Kojak, staring Ving Rhames in the iconic Telly Savalas role, and cult films such as Carlito's Way.
Consumer goods giant Unilever has bought the entire first advertising break, continuing an historic tradition: Unilever's Gibbs SR toothpaste ad was the first seen on ITV's launch night 50 years ago last month.
As Brandrepublic.com reported, ITV4 has a separate identity from other channels in the ITV family, with a very different looking logo. Brandrepublic said ITV planned extensive off-air promotion for ITV's launch, unlike the launch of ITV3.
In July former ITV broadcasting chief Mick Desmond told ITV staff in an e-mail that ITV4 would be "an entertainment channel showcasing a mix of brand new US drama, top-end British drama, comedy, movies, sport, sci-fi and factual programming" and would "complement the programming on sister channels ITV1, 2 and 3".
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