ITV4 is broadcast on Freeview, digital cable, IPTV and satellite television. It was expected that ITV4 would replace the existing Men & Motors channel, until ITV plc stated that the two channels would run alongside each other. Both channels were on Freeview until ITV plc took Men & Motors off Freeview (although it remained on other platforms) and replaced it with the live quiz channel ITV Play (which was later taken off air and replaced with ITV2+1). Some programming from Men & Motors was transferred to ITV4.
ITV4's launch night aired on Freeview channel 30. Although it was broadcast on the Astra 2D satellite used by Sky, so users could manually tune it in, it launched on Sky Digital channel 120, after ITV2 and ITV3 in the listings, on 7 November. Prior to this date, some sporting content was simulcast on Men & Motors in an ITV4 on M&M strand.
ITV4 was the first channel to launch the new on-screen look that rolled out across the rest of ITV plc's channels on January 16, 2006. Red Bee Media designed the new logos and presentation for the entire corporation that saw the end of the yellow and blue squared look designed for ITV1, ITV2 and the cube look for ITV3 with the sharp font.
On 6 February 2008, the channel began broadcasting from 9am every day - much earlier than ever before, however, on 17 March 2008, GMTV2 programming moved from ITV2 to ITV4 - broadcasting from 6am until 9.25am every day. The strand continues to be simulcast on the CITV Channel.
In a change of pace, in June 2007, ITV4 aired The Winner.
Sporting coverage includes the UEFA Champions League, Formula One, full afternoon-long coverage of the British Touring Car Championship, Tour de France, World Poker Tour, the Grand Slam of Darts and the Isle of Man TT. The channel will also broadcast a Sunday evening highlights programme featuring rugby union's Guinness Premiership. Craig Doyle will host the programme.