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Male-skewed ITV4 to launch on November 1

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Male-skewed ITV4 to launch on November 1

Mick Desmond

ITV chief executive Mick Desmond has confirmed that the network's newest digital channel will launch on November 1.

ITV4's debut will follow one year to the day after that of "oldies" station ITV3, which became the most successful multichannel launch ever in the UK.

"ITV4 will be an entertainment channel showcasing a mix of brand new US drama, top-end British drama, comedy, movies, sport, sci-fi and factual programming," Desmond wrote in an email to staff, published by the Media Guardian today.

"More details of programming and schedules will be unveiled in the coming months but the new channel will complement the programming on sister channels ITV1, 2 and 3 and will appeal to a more male audience than ITV2 and a younger audience than ITV3."

ITV4 is expected to replace the recently-revamped Men & Motors channel.

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