The channel launches on November 1 with a logo that differentiates itself from the rest of the ITV family. ITV is planning extensive off-air promotion to back the launch unlike its effort for ITV3, which received a relatively soft launch with on-air promotion on ITV1 and ITV2.
ITV4 will be backed with ads on billboards, poster, magazine and cinema advertising.
The main focus of the channel will be drama, comedy, movies and sport, appealing to its target audience of 25- to 44-year-old-males.
ITV director of programmes Nigel Pickard said ITV4 will be for men who know about sport and movies.
"It will be gritty not glossy, featuring acquired US dramas with complex characters," he said. "It won't be patronising or laddish."
ITV4's main drama highlights include 'Kojak', starring 'Pulp Fiction' and 'Mission Impossible' actor Ving Rhames reprising the role of the 1970s New York detective made famous by Telly Savalas. The series is a UK exclusive for ITV4.
Other dramas include 'Wanted', starring 'American Gothic' actor Gary Cole as part of an elite team of crime fighters who track down LA's 100 most wanted fugitives and 'Vengeance Unlimited', a sci-fi drama starring 'Reservoir Dogs' actor Michael Madsen.
Sport will be one of the main highlights with Uefa Champions League Football from 2006 potentially showing one of ITV's two weekly live matches on ITV4. In addition, the channel will showcase live boxing, the Tour de France and World Poker Challenge.
ITV4 plans to show action from the 2006 World Cup and Rugby World Cup in 2007.
The channel will also show regular movie seasons such as the upcoming spaghetti western season featuring 'Django', 'Bullet for the General' and 'My Name in Nobody' presented by cult film director Alex Cox.
Other films secured for ITV4 include 'Full Metal Jacket', 'Crash', The People vs Larry Flynt' and 'Mercury Rising'.
The comedy line-up includes politically incorrect puppet show 'Crank Yankers' and spoof reality series 'The Assistant', following 12 wannabes as they are put through a series of 'Apprentice'-style tasks to become top dog to comedian Andy Dick.
In addition, US chat show 'The Late Show with David Letterman' and cult comedy 'The Larry Sanders Show' will appear weeknightly.
Stephen Arnell, ITV4 channel editor, said: "ITV4 brings a whole new dimension to the ITV family of channels, premiering brand new US shows and premium UK sporting events, as well as quality movies and great comedy."
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