The new national television station Channel 6 will go on air on March 30th offering "no news, no sport, no children's programming, just pure entertainment", its founder said yesterday.
Michael Murphy, who is also a director of the station, said it would concentrate solely on viewers under 35 in urban areas. The station hopes to steal market share from RTÉ 2, TV3 and Sky One. Mr Murphy said all presenters hired for the station would be new to the industry, and major RTÉ broadcasters would not form part of the line-up.
The main challenge for the station will be to attract increasingly elusive younger television viewers. This group, generally categorised as those between 15 and 35, is watching only half the amount of television it did in 1998. Most observers blame three factors for this - games systems, DVDs and iPods.
However, promoters of Channel 6 hope its low overheads should prevent it from getting into financial difficulties.
Mr Murphy worked as director of programmes at TV3 from 1998 to 1999 and was director of digital television at Eircom between 2000 and 2001. Channel 6 executive chairman Pat Donnelly is an experienced advertising executive, who set up the agency All Ireland Media in 1985.
The channel, which is backed by the Barry family of Cork, the Gowan motor group and several venture capital firms, will employ about 25 people and will be available on NTL and Chorus. A deal with Sky has not been concluded yet.
Its promoters said it would be available in 600,000 homes from March 30th. The station has deals in place with all the major US studios and two-thirds of its programming will be acquired content. There will be several Irish programmes such as music show Dream Space and Catwalk Six, a fashion programme.
Talks are taking place with an independent production company about a chat show, although Mr Murphy said Channel 6 would not put it up against Pat Kenny or TV3's Brendan Courtney.
A major part of the channel's output will be specially themed evenings, aimed at male and female viewers.
The channel will spend €2 million on advertising during the year.
Because Sky is regulated in Britain, the British regulator Ofcom decides where new channels are positioned on the electronic programme guide (EPG) operated by Sky. The EPG is effectively the system which regulates the order of channels which appear on television sets.
Mr Murphy said Channel 6 wanted to be grouped with other Irish channels, but this was being resisted by the regulator.
Channel 6: programmes on offer
Channel 6 aims to introduce several new programmes to Irish audiences, although some are already available on digital channels. Among the main series the station is hoping will deliver audiences are:
Numb3rs: A drama series based on FBI detectives who solve crimes committed in Los Angeles using mathematical equations. The programme stars experienced Hollywood actor Judd Hirsch.
House: English actor Hugh Laurie stars in this series about a doctor who doesn't like his patients. The series has several awards, including a Golden Globe for Laurie.
The Office: The British original, starring Ricky Gervais, was a major ratings winner. The US version initially received a negative reaction, but has since become a firm favourite with audiences. Steve Carell stars.
My Name is Earl: A comedy that features Earl, a low-rent crook who has taken too many wrong turns in life. Jason Lee, who plays Earl, was nominated for a Golden Globe award.