ITV4 has signed a three-year exclusive deal to air the Power Snooker Masters, which kick off later this month.
Endemol Sport will produce coverage of the quick fire event, which pits the top 16 players in the world against each other and frames are timed to be no longer than 30 minutes.
The new deal builds on ITV4’s coverage of the inaugural event, created by fight promoters Barry Hearn and Frank Warren and last year. The channel will be the home of the event until 2014, although Endemol is not tied to the agreement.
The 2011 Power Snooker Masters will take place in Manchester over 19 and 20 November, and ITV4 will air coverage throughout the weekend.
It marks yet another step in Angela Jain’s ambition to “reposition and repurpose” ITV4 with a sporting focus to attract young men to the channel.
The director of ITV’s digital channels announced her vision for its future at this year’s Edinburgh TV Festival.
“We want to put sport higher in the mix so ITV4 can make more sense of what it is and its identity will be clearer for the audience,” Jain explained at the time.