Its initial lineup included More4 News, repeats of Channel 4 programmes such as Grand Designs, Countdown and Deal or No Deal and American drama series such as ER, The West Wing and The Sopranos, which had previously been seen on E4, alongside Channel 4.

Having shown all five weekday editions of The Daily Show since More4's launch, in January 2011 the channel scaled back its commitment to one episode per week in order to increase investment in its arts programming.

In September 2005, Channel 4 began running teaser trailers for the new station (although the name was neither mentioned nor seen in the adverts).

Some people may have been confused by the deliberate double-meaning of these trailers and mistakenly presumed the new channel would be of a pornographic nature.

[6] Advertisements starting at the end of September made it much clearer that the "adult entertainment" being offered was the 'intelligent and insightful' programming.

A placeholder appeared on the Freeview EPG at number 13 on 13 September and, after a time, ran a looping teaser trailer.

It was removed on 18 May 2006, to make way for live coverage of Big Brother, and the Freeview launch of Film4 later in the year.

While More4 is available on most cable platforms, More4 +1 was available on Virgin Media until 20 August 2007 when it was replaced by Channel 4 +1 across the digital television network.

This led to further speculation that Channel 4 would eventually launch on Sky in Ireland, which it did in December 2006.

[citation needed] In January 2023, Virgin Media had moved More4 HD to 147 to make it free to viewers.