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ITV is planning a new push behind its struggling male-oriented digital channel ITV4.
Speaking at the Broadcast Digital Conference yesterday, ITV development director Carolyn Fairbairn said the station was now "poised to take off", claiming that its share of viewing was "growing in all key audiences".
Female-skewing channel ITV2 is the UK's most-watched digital channel, with drama station ITV3 close behind. ITV4 - launched eighteen months ago - draws large audiences for its Champions League coverage but has thusfar struggled with its lineup of edgy dramas and comedies. Executives previously admitted that they were "not happy" with ITV4's ratings.
"Top-level sport has become a bedrock of the schedule," conceded Fairbairn, but predicted: "If 2006 was the year of ITV3, we think 2007 will be the year of ITV4."
Among the plans to improve ITV4's performance is the commissioning of more original UK content, such as a new "laddie" comedy series.
