Media Headliner: C4 targets older upmarket viewers with More4.(Channel Four Television Company Ltd.)

Peter Dale, the new channel's head, tells Ian Darby a grown-up schedule will deliver a small but perfectly formed audience.

It's programming designed to run around Audi ads,' one agency director says of More4, Channel 4's new channel, which is set to launch next week.

Or, taking an alternative view, Channel 4 with all the populist stuff, such as Big Brother, cut out. More4, a free-to-air channel available on Freeview, Sky Digital and cable from 10 October, aims to offer grown-up entertainment of the kind not currently found in the multichannel environment.

It will air documentaries, films (including the UK premiere of the Oscar-nominated film Downfall), news and acquired programming such as The West Wing and Curb Your Enthusiasm. This is E4 for an older, ABC1 generation.

Agencies seem genuinely impressed by Channel 4's plans for More4. The channel was initially developed under the regime of the former chief executive Mark Thompson as a budget repeats channel to fill one of Channel 4's slots on Freeview. But the plans have since changed and it now has a budget of pounds 33 million, much of which will be spent on commissioning its own programming.

Andy Zonfrillo, the broadcast buying director at MindShare, says: 'It's the right thing to do in a fragmenting market with lots of choice. Channels with a strong terrestrial parent tend to perform well in that market.

It's obvious More4 is a channel with strong programming values and it provides Channel 4 with the ability to appeal to two different audiences with multichannel - a youth audience with E4 and a more upmarket audience with More4.'