ITV3 launches tonight with new Rebus detective outing

LONDON - ITV's long-awaited drama channel for the 35-plus market, ITV3, launches tonight at 9pm with two new dramas; a previously unseen episode of 'Rebus', starring 'Four Weddings' actor John Hannah, and US acquisition 'Hack', about an ex-policeman turned taxi-driver.

The first night closes with the 1967 Sidney Poitier thriller 'In the Heat of the Night', which starts at midnight.

The £14m channel is being given a "soft launch" according to the network, preferring to rely on the strength of the programming to entice viewers rather than spending huge amounts of the network's marketing budget.

Other shows planned for the broadcaster include repeats of the first series of 'Inspector Morse', 'A Touch of Frost', 'Cold Feet' and 'Prime Suspect'. There is also a new drama scheduled called 'Blue Dove', a behind-the-scenes look at the tea-china trade.

Friday night films on the agenda for November include Steve Martin's 'Father of the Bride' and 'Sister Act', featuring Whoopi Goldberg.

ITV bosses are keen to tempt viewers away from Sky One and Five with the channel's mix of UK and US shows.

ITV3 is available on Freeview and cable networks NTL and Telewest. It will only get full distribution from next year because Sky Digital is upgrading its software.

It is the first new station from ITV since the company's two halves -- Carlton Communications and Granada -- merged at the beginning of the year.

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