ITV3 began on the evening of 1st November 2004, and mainly shows drama and comedy from ITV's archives. An existing subscription channel, Granada Plus (by now known simply known as 'Plus'), which showed similar content, was originally thought to continue alongside the new arrival, while ITV3 would be available only to digital terrestrial and cable viewers.
However, on ITV3's launch day, ITV plc gained full control of Granada Sky Broadcasting, enabling it to abruptly take Granada Plus off air and replace it on satellite with ITV3.
ITV3 has had three channel identities since launch. Shown here first is an example from the second of those, introduced in January 2006:
The current idents, introduced in January 2013, are comprised of cut-out stop-motion animations which are revealed to be taking place inside a bell jar, and are probably the most impressive of the whole ITV network.