E4 launches with US favourites

A new series of Friends will debut in the UK on E4

Channel 4 launched its new digital channel E4 on Thursday night, hoping to attract an audience of advertiser-friendly 16 to 34 year olds.

E4 will mix American sitcoms, such as Friends, and drama, such as ER, with homegrown hits such as Ali G and Trigger Happy TV.

Channel 4 reportedly paid more than £100m for the first rights to Friends and ER at the end of 1999.

Ali G launched the new channel

The new channel is seen as a direct competitor to Sky One, and a deal to carry E4 on Sky Digital - which means it can be received by seven million people - was only announced on Monday.

The ratings war between the channels will begin immediately.

Sky One is hoping to steal E4's thunder by screening the much-hyped American reality TV show Temptation Island on the night of the launch.

The BBC will enter the battle if, as expected, it re-launches its digital channel BBC Choice as BBC Three.

The corporation has already signed up All Saints' Nicole Appleton to front a new travel show on BBC Choice.

E4 is not free - viewers have to pay for it via a package with their digital provider - but Channel 4 claims terrestrial viewers are not being penalised.

Kevin Lygo, controller of E4, said in a recent interview: "No one will miss out on anything because of E4.

"All the popular US comedy will be on Channel 4 - it won't necessarily have it first but it will be there."

E4 is Channel 4's second venture into subscription television. Its movie channel, FilmFour, launched in November 1998.