If you are interested in how EPGs will adapt to new ways of viewing in the near future, you will find this a jolly good read.
It refers to the barker channel for Netflix mixed in with the broadcast linear channels (already on Virgin Media) and also suggests that we will have much shorter EPG lists in future which will include just the main channel (eg ITV), and when clicked will display the subsidiary channels (eg ITV2, 3, 4, ITV Be, etc). This would be much easier to navigate and reduce our reliance on channel numbers to find the channels we are looking for, I believe.
A nice little look into the very near future.
http://v-net.tv/2017/05/04/what-the-...ebook-channel/