Here's a list of everything a Sky box can receive without a Sky subscription: http://en.wikipedia.org/wiki/List_of_free-to-air_channels_at_28%C2%B0E ITV4 HD isn't there because ITV is trying to move away from depending upon advertising for its funding (because, with the increase of advertising through social media sites and a faltering economy,...
ITV4 HD isn't there because ITV is trying to move away from depending upon advertising for its funding (because, with the increase of advertising through social media sites and a faltering economy, many companies no longer see TV advertising as commercially viable). It's therefore seeking revenue through deals with subscription TV services, such as Sky and Virgin:
http://www.theguardian.com/media/2010/aug/03/itv-unveils-pay-tv-push
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