��������pk10

E4 may have at last secured carriage on Sky, but the latter has plans to ruin the launch party tonight.

Sky One is to premier US reality show Temptation Island at 10.00pm, only two hours after E4 launches with new series of Friends, ER and Japanese betting show Banzai.

Temptation Island is tempting bait for E4’s target viewers. Couples are cast away on a tropical island and various attractive single men and women try to lure them into cheating on their partners.

When the show launched in the US last week, 16.1 million viewers tuned in, most of whom were in the 18 to 49 age group.

The launch night will undoubtedly be the start of a fierce ratings battle between the channels. Channel 4 has set an audience share target of 1% in pay-TV homes.

The opening week of E4 will be dominated by US sitcoms, comedy from Channel 4 stalwarts Ali G and Dom Joly of Trigger Happy TV.

New UK commissions include Popworld, which will be a daily fix of pop news, trivia and gossip, and Show Me The Funny, which will be an interactive comedy show from the makers of Da Ali G Show.

Channel 4 sponsorship deals such as Baileys and Sex and the City, Nescafé and Friends, and Polo Mint with Streetmate, will extend to E4.

Andy Barnes, director of advertising and marketing with Channel 4, said: “We are looking for a sponsor for Banzai and other suitable programmes.

“The response of advertisers has been very positive. Those who advertise on Channel 4 are keen to buy into E4 as there will be low audience wastage.

“In a way, the digital channel is an advertiser’s dream as they will be able to target a young, upmarket audience.”

E4 has been launched with a huge marketing campaign. Commuters at Victoria railway station will be able to see the launch night via huge TV screens.