ITV is "not happy" with the ratings for new male channel ITV4, the network's director of channels Jonathan Lewis has admitted.

The station - launched last November - has thusfar failed to match the success of its digital siblings ITV2 and ITV3. In January, ITV4 recorded an audience share of 0.48%, below More4's 0.62%.

"We're not happy with where the audience is yet," Lewis told Broadcast. "A More4-sized audience is not a success for us. We don't have the ratings we want for the channel."

One option being considered is merging Men & Motors into ITV4. The broadcaster had originally decided to keep the two channels operating side-by-side, despite their obvious demographic and content overlaps.

Lewis added that ITV was now working to "dramatically increase" ITV4's ratings.