ITV is already planning more digital channels before ITV3 has even made its launch.

A new channel, imaginatively called ITV4, is on the cards for next year and would target women.

Jonathan Lewis, ITV's director of digital channels, told this week's Broadcast: "We are spending a lot of time looking at new channels and we may launch a new channel sometime next year. It could be called ITV4 because that would make sense."