Satellite broadcaster to relaunch former Virgin Media Television service on 3 September backed by marketing push.
BSkyB is rebranding Virgin1, the general entertainment channel it acquired as part of a £160m deal to buy Virgin Media Television, as Channel One.
Channel One, which is available on Freeview, Virgin Media and Sky as a free-to-air service, will relaunch on Friday 3 September backed by a bolstered schedule and a marketing campaign.
BSkyB completed the deal to buy Virgin Media Television, which operates pay-TV channels including Living, Bravo and Challenge, last month, although the Office of Fair Trading is examining
the deal to see whether there might be regulatory issues.
Living +2 has been changed to Living Loves.
In June, BSkyB moved to reduce the valuable premium content it runs on Freeview by putting Sky Sports News behind a paywall after eight years as a free-to-air service.
© 2010 Guardian News and Media Limited.