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Rapture, the youth TV channel backed by United News & Media, is to

launch on Astra next week - increasing its reach from its current

cable-only penetration.

The channel, launched by the former Initiative Media chiefs, Adam

Stanhope and Robert Ditcham, and the independent production company,

Kudos, will now be available in five million cable and satellite homes

and have access to more than a third of British teenagers.

The launch on to Astra also means Rapture will now be monitored by BARB

and have access to audience viewing data for the first time since its

launch a year ago. Until now, TV buyers did not know exactly how many

people were watching the channel.

Ditcham, who also oversees the channel’s airtime sales, said: ’Given our

origins, we are more than aware we have to give advertisers an industry

currency. Also in the past, because of our size, we were overlooked. Now

we should be a part of the schedule for anyone targeting teenagers.’

The channel has carried more than 150 advertising brands over the past

12 months, and Ditcham added that the move to Astra would see a

significant increase in the channel’s brand count and its advertising

revenue.

The Astra deal will give Rapture access to satellite homes from 10am to

6pm on Saturdays and Sundays, and the channel is now looking to extend

its distribution further in the cable market and is also talking to Sky

Digital and ONdigital.