Virgin launches Living web channel

Virgin Media TV has launched an online spin-off channel from Living that features original short-form celebrity and style shows.

Aimed at young women, Liv will run a TV-style weekly schedule of programmes including celebrity news bulletins ‘Liv For Gossip’, which have been produced by Rockabox.

Liv has also commissioned a spin-off from Britain’s Next Top Model ‘Dress Famous Liv Famous’, with contestant Jade McSorley giving members of the public makeovers.

The new web spin-off will also feature exclusive previews from Living shows such as Four Weddings and Dating in the Dark.

VMTV will host the channel on www.livingtv.co.uk and has set up a dedicated YouTube channel for the sub-brand as well as a Facebook application.

In addition, Virgin has signed a deal with IPC to host Liv on magazine websites, including Marie Claire and Look.

Amy Barham, who will be heading-up Liv, said: “It is a complete channel in its own right that gives viewers short form bursts of entertainment that they cannot get anywhere else.  The move from linear to digital is one that broadcasters are struggling to come to terms with, but we have created a smart solution to the revenues challenges we are all facing.

“With Liv we have a very clear, strong editorial direction which is single-mindedly focused on our viewers and what they want to see.”