ITV3 will launch by the end of 2004, Charles Allen has announced.
The channel will aim at an older audience, being the counterpart to ITV2 which usually aims towards younger demographics. He said:
"The third channel will give us the chance to do things like whole nights or weekends of, say, Prime Suspect or to get viewers switching from one episode of a drama on ITV1 straight to the next episode on ITV3."
However, he said that no decision has been made yet as to whether the channel would be available for free or whether it would only be available on pay-TV platforms.
The channel will aim at an older audience, being the counterpart to ITV2 which usually aims towards younger demographics. He said:
"The third channel will give us the chance to do things like whole nights or weekends of, say, Prime Suspect or to get viewers switching from one episode of a drama on ITV1 straight to the next episode on ITV3."
However, he said that no decision has been made yet as to whether the channel would be available for free or whether it would only be available on pay-TV platforms.
