Knowing your audience is key to getting ahead in business, and that certainly seems true of the good folks at UTV Ireland.
Head of channel Mary Curtis was surprisingly candid when asked to describe the station's targeted demographic during a recent media interview.
"It's mainly housewives with a few kids under their belt," she said, looking at a group of young reporters.
"I don't think any of you guys will be watching, because you actually have lives.
"We'll be going after people who have no choice but to stay at home."
UTV Ireland is due to launch on New Year's Day. Pat Kenny will front a new show at the station from early next year. IT The channel has secured the rights to air ITV shows Coronation Street and Emmerdale.
First announced by the group last year, UTV Ireland will add TV to the group's communications quiver south of the border, where it already owns radio stations including FM104 and Q102 in Dublin, as well as 96FM in Cork. It has seven radio stations across the island.
Behind the glitz is a tight timetable that includes hiring 120 staff, kitting out a station HQ in Dublin, sealing content and platform deals.