Virgin Media Television announces Virgin 1
Virgin Media Television (VMtv), part of the content division of Virgin Media, has today announced that it is planning the first ever Virgin-branded TV channel – Virgin 1.
As the first major strategic announcement from VMtv since the February 2007 launch of Virgin Media, Virgin 1 will cement VMtv's strategic presence across free, pay and on-demand digital TV platforms ahead of switchover in 2012, with distribution on Freeview, Virgin Media and digital satellite. The channel will also give VMtv more muscle to acquire and commission the very best US and UK programming.
Virgin 1 will combine the iconic Virgin brand with great content and VMtv's unique expertise in multi-channel television. It will mix newly commissioned and acquired programming with user generated content (UGC) and hit shows from VMtv's highly successful pay-tv channels.
Arriving this Autumn, Virgin 1 will be packed full of a new brand of witty, risky and passionate entertainment never seen before on Freeview, complementing VMtv's compelling pay-tv portfolio that includes LIVING, Bravo, Challenge and Trouble. The schedule will be packed full of top drama, comedy and compelling factual programming. Continuing VMtv's track record as a major commissioner of UK production, Virgin 1 will introduce new talent and a new attitude to Freeview. VMtv will shortly announce an impressive line-up of content that will cut through with UK audiences.
Virgin 1 will look to give this content the full on-demand treatment – offering viewers the opportunity to watch whenever and wherever they want. Catch-ups, previews and exclusive content will be available via broadband and Virgin Media on-demand through innovative cross-platform deals for key content that will offer richer experiences for viewers.
With this approach, Virgin 1 will bring a fresh blast of entertainment into eight million Freeview homes, appealing to a broad audience with an appetite for up-front entertainment. Alongside original content, it will give Freeview viewers their first-look at some of Virgin Media Television's hit pay-tv programming.
But Virgin 1 won't just be exclusive to Freeview homes - satellite and cable viewers will also benefit from Virgin 1's unique approach to content. Virgin Media customers will enjoy the richest experience that integrates Virgin 1's linear offering with VOD channel Virgin Central and other innovative on-demand functionality.
Celia Taylor has been appointed Director of Programming for Virgin 1 alongside her responsibilities for Bravo, Bravo 2, Challenge and Trouble. She will report to Claudia Rosencrantz, Director of Television VMtv.
Jonathan Webb, Managing Director of Virgin Media Television, said:
“I want Virgin 1 and the newly reinvigorated LIVING to be two of the top ten TV channels by switchover. 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. VMtv has huge support from Virgin Media and Richard Branson who agree that Virgin 1 is what UK audiences have been waiting for.”