Digital TV News

Virgin Media to launch new channel

11 June, 2007

editorial@consumerchoices.co.uk

Virgin Media will launch Virgin 1, a new entertainment channel, on Sky, cable and digital terrestrial TV in Autumn 2007.

Virgin 1 will present a mixture of new programmes, user-generated content, and content from the Virgin Media pay-TV channels. Virgin will also offer catch-ups and previews via broadband and its on-demand service.

Managing director of Virgin Media Television, Jonathan Webb, said: “Virgin 1 will shake up multi-channel and free-to-air TV, and start liberating viewers from the linear schedule. It will be a creative tour de force and a cutting-edge example of any time, any place content. Virgin Media TV has huge support from Virgin Media and Richard Branson, who agree that Virgin 1 is what UK audiences have been waiting for."

A list of the programmes acquired is expected to be announced soon. Industry insiders have predicted that the channel will be pitched somewhere between the female-targeted Living channel and male-targeted Bravo.

Chris Eagle, commercial manager at DigitalChoices.co.uk commented: “This is make or break time for Virgin Media, after it lost the Sky channels earlier this year. We’ve recently seen customer numbers levelling off but, if Virgin 1 is worth watching, the Virgin Media service could been seen as a reasonable alternative to Sky.”

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