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.
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.
MyTV ceased broadcasting in the UK on 1 January 2021, alongside sister channel Record TV HD.