Happy birthday, ITV2

On his blog, Gareth McLean talks to ITV2 controller Zai Bennett about his plans and looks back over the channel's first ten years.

For Bennett, ITV2's proposition is clear. "It's an entertainment channel for normal teenagers and twentysomething adults. It's always broad, always about large audiences," he says. "We're mainstream, not niche. We're not a cool channel as E4 is perhaps perceived as a cool channel; having ITV at the beginning of our name means that isn't something we ever aspire to."