Media
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.
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.
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