Virgin Media Television has today announced that it is planning the first ever Virgin-branded TV channel – Virgin 1.
The new channel will mix newly commissioned and acquired programming with user generated content (UGC) and hit shows from VMtv's pay-tv channels.
Arriving this Autumn, Virgin 1 will be "packed full of a new brand of witty, risky and passionate entertainment never seen before on Freeview".
Hopefully it will at least make up in part for the loss of Sky channels that Virgin's customer's experienced when the company took over cable TV services from NTL.
Promising a schedule packed full of top drama, comedy and factual programming, Virgin 1 will give the new content the full on-demand treatment – offering viewers the opportunity to watch whenever and wherever they want.
Catch-ups, previews and exclusive content will be available via broadband and Virgin Media on-demand.
Virgin 1 will be available on Freeview, satellite and cable.
VMtv will shortly announce a line-up of content, stay tuned.