ITV plans channel for men

ITV is to launch a channel aimed at men.

The ITV4 service will be launched this year to complement the broadcaster's other digital channels ITV2, ITV3 and ITV News.

Insiders had suggested the channel would be geared to readers of "lad mags" with a "Men and Motors" slant.

However, today ITV broadcasting chief executive Mick Desmond insisted: "It's going to be a male-biased channel but it's absolutely not Men and Motors. It's going to have a more populist feel, aimed at men of all ages."

He said full details would be revealed this summer, ahead of an autumn launch. It will feature sport, US sitcoms and police dramas.

"In the same way ITV2 is young and more female and ITV3 is older and more upmarket, ITV4 will be more male-biased but with a generalist programme," Mr Desmond added.

It comes as ITV chiefs today prepare for their annual meeting - and unveil a predicted three per cent boost in revenue in the six months to June.