STV to launch digital service aimed at youthful audience

STV is to launch its own digital terrestrial TV service, S2, at the end of this month, targeting a younger audience than the main ITV station with a mix of established and new programming.

STV is to launch its own digital terrestrial TV service, S2, at the

end of this month, targeting a younger audience than the main ITV

station with a mix of established and new programming.



S2 goes air on on Friday 30 April and will broadcast across Scotland

from 4pm to 2am, seven days a week, via DTT and cable.



The channel will target 16- to 34-year-olds and will include more style,

music and youth programming than the analogue STV, which is only

broadcast to homes in the central Scotland region.



The daytime schedule, running from 4pm to 7pm, will feature soaps, talk

shows and lifestyle programming.



S2 Live, an entertainment show, will air at 7pm. ITV drama series such

as Cold Feet will get a second airing on S2, and sports coverage will

include the Rugby World Cup and live boxing.



Airtime sales will be handled by Television Sales Scotland, the STV

sales team based in Edinburgh.



The launch of S2 will be backed by an ad campaign in Scotland. The ads,

created in-house with media buying by Feather Brooksbank, will run in

Scottish newspapers and style and listings magazines.



S2 is the second attempt by STV’s chairman, Gus Macdonald, to expand

beyond STV’s terrestrial analogue station. A satellite venture with

BSkyB, Sky Scottish, was disbanded a year ago.



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