programmes "for legal reasons", but the programme in question might still be listed on the EPG. The channel launched on Freeview on 15 October 2013 using downtime from ITV-owned shopping channel The Store. Initially on Freeview, ITV3 +1 broadcast from 01:00 till 06:00 – these hours were extended and brought forward in February 2014, now airing from 18:00 till 00:00 in the higher EPG slot of channel 34. On 25 August 2015, ITV3 +1 extended its hours on Freeview to 18:00 till 06:00 and then in March 2016 it went back to closing at midnight. Due to the launch of new channel Merit, ITV3 +1 moved to channel 58 on Freeview swapping with ITVBe +1 which moved to channel 97. ITV3 HD A high-definition simulcast of ITV3, ITV3 HD, was launched on 15 November 2010 alongside the sister channel, ITV4 HD on Sky. The channel was initially available through Sky's pay subscription service in a non-exclusive deal, before being added to Virgin Media's service on 14 March 2013. ITV3 HD offers most of the ITV3 catalogue of recent drama in high definition, including Lewis and Agatha Christie's Marple and factual series such as Joanna Lumley's Nile and Martin Clunes' Islands of Britain. On 1 November 2022, in the lead up to the launch of ITVX and as part of the 18th anniversary of ITV3 and 17th anniversary of ITV4, the encryption was dropped on ITV3 HD at around 11am that day and so became free to air. Later that day, Freesat data had been added to ITV3 HD, indicating that the channel will be made available on Freesat soon. On 8 November 2022 the HD version replaced the SD version on Freesat channel 115. Branding 2013 rebranding In line with the corporate rebranding of ITV, ITV3 received a new look on 14 January 2013. The channel was described as the "keeper of ITV's treasured and timeless drama", with a new "midnight blue" logo and idents that feature stories told in shadow-puppet style animation inside glass bell jars. 2022 rebranding In line with the launch of the streaming service ITVX, ITV3 received a new look on 15 November 2022. The logo is coloured purple and uses idents that were cross-used across ITV1, ITV2, ITV4, and ITVBe with different elements added into the same scene. Viewership and programming The channel is mainly aimed at the over-35 audience, and its output consists of