Brief Description: Television channel launches bring challenges; especially difficult is the disentangling of the effect of programming content from that of communications. This paper shows how the inspired and provocative idea of ‘adult entertainment’ successfully positioned and launched a new television channel of ‘grown up’ programmes to a valuable audience of ‘grown up’ viewers. BARB viewership data proves that the people who were exposed to television advertising for More4 were nearly twice as likely to go on to watch it than people who hadn't been exposed; ---(TAGS)--- Full Title: How "adult entertainment" sold grown up television to grown up viewers; Number: 2006/31; Brand: More4; Channel 4; Client: Channel Four Television Corporation; Product Category: Media (TV channels/programmes); Agency: DDB London; Author: Primary : Dan Ng, Julia Ward. Secondary : Sarah Carter, Les Binet, Jonny Mackay; Prize Winners: Bronze, Best New Client (Adworks ref: Advertising Works 15)