Virgin set to launch Virgin 1+1 channel

Virgin Media plans to launch a repeats channel for Virgin 1 in a bid to boost its impact by up to a fifth, as it sheds customers to bitter rival Sky.

The broadcaster told Media Week that it will launch a time-shifted
version of FTN on 9 August. Both channels will be rebranded as Virgin 1 and Virgin 1+1 later this year.
Unlike FTN itself, the time-shift channel will not have a presence on DTT platform Freeview, which managing director of Virgin Media TV, Johnny Webb, said was due to “bandwidth restrictions and expense”.


Webb added that the time-shift channel was part of Virgin’s strategy to increase the reach and coverage of its newly beefed-up channel.
“In the 400-channel world,
time-shift channels and PVR are becoming increasingly important – especially to extend the reach of appointment-to-view shows that we’ve invested in at peak time. We anticipate that it [the +1 channel] will deliver a 20% uplift in impact for the channel.”
Virgin needs to boost its impact and audience share as it continues to lose thousands of customers as a consequence of its ongoing row with Sky. Sky pulled its basic channels, including Sky One, from the platform earlier this year, following a row over carriage costs.
Virgin is expected to announce that it has lost up to 60,000 customers from its cable service because of the row, when it presents its second- quarter results on Wednesday.
The cable operator has reportedly earmarked a £40m spend on programming for the new Virgin 1 channel in preparation for its relaunch. High-profile shows set to lead its primetime schedule this autumn include US satirical drama The Riches, staring Mini Driver and Eddie Izzard, Terminator TV spin- off The Sarah Connor Chronicles, and the entire Star Trek franchise.
Webb confirmed that the launch of Virgin 1 will go ahead whatever the outcome of the cable operator’s pending sale.
“It will be business as usual – it has not affected us in anyway,”
said Webb.