The channel mainly shows episodes of ITV1 programming at a later time (such as the soap opera Coronation Street), imported American programming such as Judge Judy and extended coverage of Reality television programmes such as The X Factor. However, some original programming has been commissioned for the channel.
In June 2004, ITV announced that they were going to double the channel's programme budget, and would add more US series and movies. The channel has an on-screen logo at all times during its programming output, which is not removed during advertisement breaks.ITV launched a one hour timeshift channel of ITV2 on Monday, 30 October 2006. The company is looking to its digital channels to shore up revenues as its flagship channel ITV1 suffers a decline in viewers. ITV3+1 launched on the same day.
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