Those hoping for red-hot action would have found themselves watching a satirical drama based on David Blunkett's affair with Kimberley Quinn, a news bulletin hosted by Sarah Smith, the daughter of the late Labour leader John Smith and long-time Channel 4 News presenter, and a repeat of the first episode of The Sopranos.
Any complaints should be directed to Rufus Radcliffe, the recently appointed head of marketing at Channel 4, who oversaw the launch of More4 .
Radcliffe is unapologetic for misleading anyone with the 'adult entertainment' line. 'It was an exercise in positioning,' he says. 'It would have been easy for viewers to think More4 is a high-brow channel rather than an entertainment channel targeted at adults.'
More crucially, it enabled Radcliffe to achieve some sort of cut-through for More4, an achievement that eludes many digital channel launches.
The channel, which is available free-to-air on all digital platforms, arrived on screen on Monday night after years of planning and several different iterations. More4 is also the culmination of 18 months work for Radcliffe, who until his appointment to the new position earlier this year, was specifically tasked with the launch of More4 and overseeing the marketing for E4, Channel 4's youth channel.
People who work with Radcliffe say he can appear a little spaced out, while a 'mockney' accent disguises his public school background and Oxford education (French and Arabic at Brasenose College).
At 32, Radcliffe is relatively young, which perhaps explains why he has a press officer babysitting him for this interview. But beneath this facade there is obvious substance: it was his success at running the marketing for E4 and planning More4 that won Radcliffe the job of head of marketing.
Channel 4 insiders say his promotion was a popular appointment, as he is well-regarded around the organisation.
More4, which has been given a relatively small £33m programming budget, is unashamedly targeting the ABC1 demographic to complement E4's 16- to 34-year-old appeal, thus covering all of Channel 4's key trading audiences.
Ambitions for the channel are modest: Radcliffe says if it achieves a 0.5% share of the audience (similar to that of BBC4) in its first few months, he will be pleased. While both channels target a similar socio-economic group, the similarities between More4 and BBC4 end there. 'More4 is an entertainment channel that we want to appeal to a broad audience. We didn't want it to be an "eat your greens" channel', he says.
Although Radcliffe had a budget of 'several millions' for the launch of More4, it was on the E4 launch, when he was allocated a much smaller marketing budget, that insiders say he attracted the attention of his seniors. Given that he arrived at Channel 4 just ahead of the launch of E4, after a brief career as an account planner in advertising, this achievement is all the more impressive.
With Channel 4 chief executive and former BBC marketing chief Andy Duncan taking an interest in the station's marketing strategy, Radcliffe knows he will be under even greater scrutiny. Among his first tasks will be to look at ways in which Channel 4 can make better use of promotional airtime, break bumpers and credit squeezes to encourage viewers to remain within the Channel 4 portfolio of channels.
As his attention turns to looking after the core terrestrial brand, Radcliffe says his experience in launching the two digital channels should hold him in good stead as Britain embraces multi-channel television. 'As we move to switchover, the skills of marketing a digital channel become the same as those of a terrestrial channel,' he explains.
CAREER HISTORY 1997-1998: Account manager, McCann-Erickson 1998-2000: Account manager/account director, J Walter Thompson 2000-2001: Marketing manager, E4 2001-2004: Head of marketing, E4 2004-2005: Head of marketing, E4, More4 October 2005: Head of marketing, Channel 4