From today, ITV Play will be available from noon through to 4am on its own dedicated slot on Freeview. It originally launched in the after-midnight slots on ITV1 and ITV2 on March 31.
Programming on ITV Play will include 'Friends Reunited: The School Run', which features old classmates brought together to test their knowledge on facts and trivia; 'The Rovers Return Pub Quiz', a pub quiz set in the UK's most famous pub, and 'Bullseye', an interactive game based on the famous 80s quiz.
The channel is ITV's first to be non-advertising funded and will generate its income from calls made by viewers.
Jeff Henry, the chief executive of ITV Consumer, said: "We are aiming to invest in the participation TV sector to build a strong, long-term sustainable business for ITV."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.