ITV4 going 24/7
February 11, 2008
ITV is to expand its digital programming by making its ITV4 channel into a 24-hour service. The broadcaster said that ITV4 would also receive a cash injection to produce more original programming as the company tries to make up for the fragmenting audience of its flagship terrestrial channel and challenge Dave, the channel operated by UKTV, the BBC's joint venture with Virgin Media.