ITV positions digital channels along male and female lines

by Sam Matthews, Brand Republic 08-Sep-05, 11:00

LONDON – ITV2 is to be primarily aimed at female viewers following the launch of the new digital channel ITV4, which will take on the role of the 'male' channel for the broadcaster.

ITV2 sports programming will be moved to ITV4, which launches on November 1 and will be aimed at a young male demographic with a line-up of comedy, drama, sci-fi and sports shows.

ITV2, which already broadcasts ITV reality spin-offs such as 'Celebrity Love Island: Aftersun', 'Xtra Factor' and 'I'm a Celebrity Extra', will be skewed even more towards a female audience.

Speaking at an investor meeting, ITV chief executive Charles Allen said: "Some sports programming will be moved from ITV2 to ITV4 and therefore ITV2 will have a more female skew."

ITV3, will keep its position as a digital drama and documentary channel aimed at a 35-plus audience.

Allen also confirmed that ITV4 is to launch with a programme budget of £15m and his aim is to make the make the male-orientated channel one of the top 15 in the UK.

Earlier this week, ITV announced it was joining forces with the BBC to launch a free satellite service, Freesat, by next year so its entire portfolio of channels will be available in every home following digital switchover.

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