There's a hole in the market for a Channel 4-style service that's aimed at older (and upmarket) viewers, and More4 looks as if it could fit the bill as long as it lives up to its pre-launch hype (of course). More4 launches on October 10 with a wide range of programming that attempts to fit the brief of a "less niche BBC Four".
I suspect that More4 will be a big success not only with its intended target audience (over 35's) but also with anyone else who's fed up with overhyped (and plain bad) programming found on numerous other non-terrestrial channels. It's a pity though that Channel 4 itself hasn't evolved onto a similar path, and it would be even worse if BBC Four attempted to follow suit.
