This new direction saw an increase in celebrity programming, demonstrating the Hollywood lifestyle and reality television shows.

Viewing figures increased to a million a week In September 2009, Film24 commissioned Starstruck Media to relaunch flagship programme Film Xtra.

A spin-off series, that was broadcast post the 9 p.m. watershed - FXU, started in January 2010, presented by Tim Fornara.

On 22 June 2010, Canis Media, who were contracted to schedule the channel announced that it had been asked to review options for the potential sale of the Film24 EPG by Film24’s board [5] On 7 September 2010, Canis Media announced that the sale of the Film24 EPG was "near to completion" and the new owner would be unveiled shortly.

[6] On 28 October 2010, it was reported that Sony Pictures Television were on the brink of a deal to buy Film24 as their first entry into the UK channel market.