ITV3 secures last-minute launch on Sky Digital platform

by Sam Matthews,, Brand Republic 02-Nov-04, 11:00

LONDON – ITV's new drama channel for the 35-plus market, ITV3, will be available on Sky Digital after a last-minute deal saw the network buy Sky Ventures' 49.5% stake in its multichannel operation, Granada Sky Broadcasting, for £10m.

GSB's archive channel Plus will become ITV3 and started broadcasting on Sky Digital in time for the channel's debut last night.

As part of the deal, Sky will receive 49.5% of any proceeds from any potential sale of GSB's Men and Motors channel, which will continue operating pending a review of its future.

Charles Allen, ITV chief executive, said: "We are delighted that ITV3 will be available on all digital platforms from launch, reaching the widest possible multichannel audience."

ITV3 was going to launch on Freeview and cable networks NTL and Telewest at 9pm last night, but wanted to achieve full distribution across all platforms to maximise ad revenue and ratings.

Earlier this year, Sky told ITV bosses that it could only get full distribution next year because Sky Digital was ungrading its software.

ITV had originally hoped to sell the GSB channels back to Sky as part of its ongoing plan to sell off non-core assets, but after it discovered Sky was to upgrade its digital service and ITV3 would not be offered on Sky Digital, ITV took the plunge and bought the GSB stake.

ITV3 launched with two new dramas: a previously unseen episode of 'Rebus', starring 'Four Weddings' actor John Hannah; and US acquisition 'Hack', about an ex-policeman turned taxi driver.

The first night closed with the 1967 Sidney Poitier thriller 'In the Heat of the Night'.

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