Virgin Media is launching a brand new TV channel tonight which it hopes will beat Sky One in the ratings war.
The media giant says that Virgin 1 will be ‘bold, honest, modern and refreshing’ and will include top drama, comedy and compelling factual programming.
The line-up will include old favourites such as Seinfeld as well as new programmes such as US drama ‘The Riches’ featuring Minnie Driver and Eddie Izzard. Sunday evenings will also feature a dedicated comedy zone.
All the channel will feature a large proportion of US programming, Virgin says it also plans to increase the level of home grown content on the new channel over the next year.
Virgin 1 is available on Freeview (channel 20), Virgin Media (channel 122) and digital satellite (channel 153).
Virgin says the channel will also give Freeview viewers their first-look at some of Virgin Media Television’s hit pay-tv programming.
Virgin 1’s Director of Programming, Celia Taylor, said: ‘Virgin 1 is set to trigger your adrenal and pleasure glands with the best of British and heavy-hitting US drama imports that we know our viewers will be as passionate about as we are.’