Virgin Media drops Living2

Virgin Media TV plans to drop its Living2 channel because viewers think it is a time-shifted version of its sister channel Living.

The Living2 brand, which was launched in 2004, focuses on factual entertainment and reality, while Living is aimed at young females who are interested celebrity and style.

Jeff Dodds, brand and marketing director at Virgin, said: “People think Living2 is a time-shifted channel but it is not.  So we are repackaging and relaunching it under a new name later this year.”

However, Dodds didn’t reveal any details about the channel’s new identity.

Virgin is also working with Red Bee Media to revamp Living’s onscreen branding.