Virgin Media TV To Launch New Channel
Virgin Media TV has announced that it is to launch a branded TV channel on Freeview in autumn, in the latest challenge to its rival BSkyB.
Virgin 1, which will be available on Freeview, Virgin Media and digital satellite, is a major step for the company since its launch at the beginning of the year (see Virgin Media Launches Today), and will expand Virgin’s presence in the ongoing battle with Sky.
VMtv is also hoping that the channel’s launch will give it more muscle to acquire and commission top US and UK programming.
Virgin 1 will mix newly commissioned and acquired programming with user-generated content and hit shows from VMtv’s pay-TV channels.
VMtv says that it will shortly announce “an impressive line-up of content that will cut through with UK audiences.”
Virgin 1 will also combine an on-demand function, with catch-ups, previews and exclusive content available via broadband and Virgin Media on-demand through cross-platform deals for key content.
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.”
Virgin and Sky have been immersed in a very public row over the cost of carrying Sky’s basic channel package on the Virgin platform (see Virgin Media And Sky: The Story So Far). The Sky channels have since been removed (see Sky Anytime? Not For Virgin Media Cable Homes), whilst Ofcom has launched an investigation into the entire Pay TV market (see Ofcom Launches Pay TV Investigation).
Sky is removing its basic channels from Freeview at the end of the year, whilst it also plans to create a new pay DTT service (see New Sky Service To Lure Consumers From Free TV).
A new survey recently revealed that Virgin Media could lose as many as 400,000 subscribers as a result of the loss of Sky’s basic channel package from its cable service (see Virgin Media ‘Underestimated’ Impact Of Sky Channel Carriage Dispute).
Meanwhile, earlier this year, Freeview said it was the most popular way to watch multichannel television in the UK, having overtaken Sky.
These figures meant that Freeview was now the main method of watching television in 8.2 million homes in the UK, up from 7.7 million at the end of 2006, taking it past Sky for the first time (see Freeview Overtakes Sky).
Virgin Media: www.virginmedia.com