- 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 launches on Friday 30 April and will broadcast across the whole of Scotland for ten hours a day from 4pm to 2am, seven days a week via digital terrestrial set top boxes and cable television.
The channel will target 16-34 year olds and will include more style, music and youth programming than the analogue STV, which is only braodcast to homes in the central Scotland region.
The daytime schedule, running from 4pm to 7pm, will concentrate on soaps, talk shows and lifestyle programming, including recent episodes of ITV's Coronation Street, Emmerdale and Tricia.
S2 Live comes on air from 7pm, a live entertainment show covering showbiz, clubbing, gossip, internet updates, videos, movies and relationships.
ITV dramas will also get a second airing on S2, with series such as Cold Feet and Loved By You. Sports coverage this year will include Champions League, the Rugby World Cup, live boxing and the NFL. There will also be a season of cult horror movies .
Airtime sales on S2 will be handled by Television Sales Scotland, the STV sales team managed by the ITV sales house, TSMS, based in Edinburgh.
The launch of S2 will be backed by a multi million ad campaign in Scotland. The ads, created by an in-house creative team with media buying by Feather Brooksbank, will run in Scottish newspapers and style and listings magazines.