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Updated: Virgin to launch "Virgin One"?

# Jun 11, 10:13 AM by Stuart

Virgin has been licencing shows at the recent US screenings, and is apparently looking to start a rival channel to Sky One. According to Broadcast magazine, Virgin Media TV is planning to launch a general entertainment channel on Freeview and Cable. The new channel is due to launch in the Autumn.

Rumours about the new channel started a while ago, but have been fuelled by Virgin bidding like mad for new US shows at the recent LA screenings.

Virgin Media TV have also been commissioning shows from UK independant producers.

The channel is likely to replace FTN on freeview, where bandwidth is limited.

This comes on top of recent rumours that Virgin is likely to sign a deal with Setanta sports to create a new Virgin Sports news channel.

We already have a thread discussing this here

According to Digital Spy , VM have confirmed the new channel, which will launch in the Autumn.

The channel will be pitched somewhere between the largely male oriented Bravo, and the largely female orientated Living.

Celia Tailor has been appointed as Director of Programming.

Programme accquisitions are expected to be announced soon.

The MD of Virgin Media Television, Jonathon Webb said “I want Virgin 1 and the newly reinvigorated Living to be two of the top television 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. 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.”

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