Sky Three to launch on Freeview

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From Guardian Unlimited

Sky Three to launch on Freeview
John Plunkett
Thursday September 22, 2005

BSkyB is to launch a new entertainment channel, Sky Three, and in a challenge to terrestrial broadcasters, will put it on Freeview.

The new channel, part of a revamp of Sky's entertainment offerings that will see Sky One's sister station Sky Mix rebranded as Sky Two, will feature the first free-to-air offering of the third run of hit US drama 24.

The service, which launches next month, will be the first Sky entertainment channel on Freeview, where it will replace Sky Travel. All three channels will be available on digital satellite.

Sky Three marks a significant ramping up of Sky's entertainment offering as the satellite broadcaster seeks to make up ground lost to BBC3 and in particular ITV2 and ITV3. It will face further competition later this year when ITV launches lads' channel ITV4.

Sky One has suffered because it is not available on Freeview, the fastest growing digital platform. By putting Sky Three on the digital terrestrial service, Sky bosses will hope to recover some of its audience share, and also provide a showcase for its digital satellite channels.

"The expansion of Sky's portfolio of entertainment channels will allow us to deliver more value to customers and to exploit programme rights more effectively," said Dawn Airey, the managing director of Sky Networks.

"By launching simultaneously on Freeview, Sky Three will reach an even wider audience and offer digital terrestrial viewers the opportunity to enjoy a wide variety of popular programmes from Sky."

Sky Three will offer a mixed schedule including programmes already shown on Sky One and original lifestyle commissions and travel documentaries from Sky Travel. It will be available to 13m homes, 5.2m of them via Freeview.

The third run of Kiefer Sutherland drama 24, which has already aired on Sky One, will be one of the highlights of Sky Three's launch schedule. Other programmes transferring from Sky One will include crime drama Cold Case and I Can Change Your Life, featuring hypnotist Paul McKenna.

Sky Mix launched two years ago offering another opportunity to see recent episodes of shows already broadcast on Sky One and has proved successful in boosting the main channel's audience. Sky Travel launched in 2002.