E4 is a channel on British digital television, launched as a pay-TV companion to Channel 4 on 18 January 2001. The “E” stands for entertainment, and the channel is mainly aimed at the lucrative 15–35 age group. Programming includes US imports such as Friends, The O.C., Smallville, Veronica Mars, The Cleveland Show, Glee, The Sopranos, Everwood, What About Brian?, Desperate Housewives, How I Met Your Mother, 90210, Gilmore Girls, One Tree Hill, Scrubs, The Big Bang Theory and British shows such as Shameless, Hollyoaks, Skins, The Inbetweeners and Misfits. Some of the imports, e.g. Desperate Housewives and Ugly Betty are screened on E4 up to one week ahead of their Channel 4 broadcasts. Its most successful broadcast to date was on 11 October 2010 when an episode of The Inbetweeners pulled in over 3.7 million viewers. E4 uses the voiceover of Peter Dickson to advertise its programmes.