ITV's new digital station now looks set to be an entertainment channel aimed at men.

According to C21, executives at the network have shelved plans to launch ITV4 as a women's channel or as an interactive gaming service on the rationale that both ITV2 and ITV3 are already skewed towards the female audience.

Instead, ITV4 - currently in the "planning stages" - is likely to follow the model of US channel Spike TV, which airs male-targetted reality shows and documentaries.

The move could spell the end of Men & Motors, GSB's only remaining station, which would likely be incorporated into the new channel.