ITV will be hoping ITV4 goes the same way as ITV3, when it became the most successful multichannel launch to date with 3.5% of the audience share, making it the second most-watched channel in multichannel homes.
ITV is investing a minimum of £15m on the new male-orientated channel and is planning to buy US imports to steal viewers from terrestrial rivals.
"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.
It is unclear what series the network will be targeting, but popular reality shows similar to Sylvestor Stallone's boxing contest 'The Contender' would fit ITV4's young, male target audience.
Speaking at the Future of Broadcasting Conference in London last month, Desmond revealed ITV4 will also show various sports tournaments, splitting coverage between ITV1 and ITV4 in much the same way as reality series such as ITV1's 'Celebrity Love Island' does with ITV2's 'Celebrity Love Island: Aftersun'.
The network is also commissioning a small number original shows and may offer adult entertainment during its late-night schedules.
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