E4 is a British digital television channel, 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 U.S. imports such as The O.C., Smallville, Veronica Mars, The Cleveland Show, Glee, Everwood, What About Brian?, Desperate Housewives, How I Met Your Mother, 90210, One Tree Hill, Ugly Betty, Scrubs, Rules of Engagement, The Big Bang Theory and formerly Friends. Other programming includes British shows such as Shameless, Hollyoaks, Skins, The Inbetweeners, Misfits and Made in Chelsea. Some U.S. imports, such as 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.