ITV launches new digital channel

ITV is today launching a new channel, ITV3, for digital viewers aged 35 and over.

12:13 01 November 2004

ITV is today launching a new channel, ITV3, for digital viewers aged 35 and over.

The channel, which is initially only available over Freeview, will show a range of dramas, movies and repeats of popular shows.

Launch night begins with a brand new episode of Scottish crime drama Rebus, which stars John Hannah.

The core of ITV3's output, however, will be repeats of ITV1's top shows, such as Peak Practice and Who Wants To Be A Millionaire?

An omnibus edition of The Bill is also planned.

ITV's other digital channel, ITV2, is aimed primarily at a younger market, but chief executive Charles Allen is banking on the over-35s as the social group with the most disposable income, likely to take up new technology.

While ITV3 will only be available on Freeview from today, plans are being discussed to provide the channel to Sky customers as well.