TV3 launches new schedule in bullish mood

TV3 has exceeded its audience targets for its first 11 months, it was claimed yesterday, and foresees further growth over the next year.

At the launch of TV3's autumn schedules, the director of programming, Mr Michael Murphy, said the channel now had a 7 per cent share of prime-time viewers and an 8 per cent share of its target audience of 15 to 44-year olds.

In a bullish presentation to advertisers and the media, Mr Murphy claimed that TV3 had achieved one of the most successful launches, if not the most successful launch in Europe.

He said TV3 would be launching its new season with three of Ireland's European Championship qualifying soccer matches, along with a revamped daytime, Saturday morning and afternoon schedules.

Broadcasting would expand from 100 to 138 hours a week, with the introduction of Ireland AM, which he described as the State's first breakfast television service, while the quality of programmes and movies was increasing as the channel moved out of its start-up phase and into the "full acquisition cycle".

However, there was little sign of new series in the autumn schedule, which continues to rely on the imported programmes which formed the back bone of the first year's programming.

Mr Murphy identified series such as Buffy the Vampire Slayer, Sex in the City and South Park as being particularly important in competing for viewers.

New US series due this autumn included the family drama Providence, the X-Files- type thriller series Strange World and the sitcom Will and Grace.

The channel has achieved its highest ratings with major film premieres and revealed a strong slate of movies including Jerry Maguire, My Best Friend's Wedding and Men in Black.

TV3 plans to maintain its level of Irish programming at 25 per cent, including news and commissioned programmes, and will make further announcements in the autumn on a new current affairs programme, said Mr Murphy.