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Virgin Media to Launch New Channel in Autumn
(11-06-07) - 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.
The 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 www.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 leveling off but, if Virgin 1 is worth watching, the Virgin Media service could been seen as a reasonable alternative to Sky.”
