~ Playing Clip - ITV3 - The Launch 1/11/2004 ~

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In the last hour before launch, a huge countdown began, similar to that which marked the launch of channel 5. Given that, and all the promotion ITV had been giving the channel in the run up to launch, you might have expected a nice big welcome to the screen. Alas it was not to be. The launch turned out to be a rather damp squib consisting of an ident, and straight into programming.