ITV2 set to go round-the-clock

ITV2 is to become a 24-hour broadcast channel from 17 March, extending its broadcast schedule by more than three hours.

As part of ITV's ongoing strategy to boost ad revenues and audience share through its digital channels, the broadcaster is to extend the broadcast hours of ITV2 from the current close of 6am. The ITV2+1 channel will also run 24-hours. Previously, ITV2 aired between 9.25am and 6am.

As part of the move, ITV will switch GMTV children's programming from ITV2 to ITV4. GMTV's Action Stations cartoons currently broadcast during early mornings on ITV2. The move of the programming to ITV4 will be cross-promoted on both ITV2 and the CiTV channel. Action Stations will continue to be simulcast on the CiTV channel.

ITV2+1 is also being moved up the EPG in a direct swap with ITV's Men and Motors channel. ITV2+1, launched in 2006, accounted for 15 per cent of ITV2's total impacts this year so far.

Jonathan Rogers, director of operations ITV Channels, said: "ITV2 is the number one digital channel in the UK and is more than ready to broadcast 24 hours a day, seven days a week. These moves are designed to maximise the ongoing success of ITV's portfolio of digital channels."

Source: Media Week