About: MyTV (British and Irish TV channel)

MyTV was a British television channel which launched on 27 February 2006 as Eat Cinema, originally targeted at mainstream audiences. The channel was originally a joint venture between multi-platform digital television company Enteraction TV (ETV) and trade body All Industry Marketing for fashion, cinema and publicity. On 3 January 2007, the channel changed its name from Eat Cinema to My Channel. During the months prior to this date, the channel had reduced its cinema related content. Until 27 November 2007, the schedule consisted of three old L!VE TV programmes, Lie Detector, The Why Files and Indecent Proposals. These programmes were repeated daily, with no advertisement breaks and no on-screen channel logo.