Jonathan Webb, managing director of Virgin Media Television, said he was looking to commission a green version of Cribs – the MTV format that invites viewers to look around celebrity homes. It is hoped that Australian singer Natalie Imbruglia will host the show and berate any stars who fail to live an environmentally friendly existence.
The channel, which is launching on 1 October and is set to rival Sky One, is also planning a “Vfunny” comedy zone on Sundays.
Virgin is expecting a lot of user-generated comedy content to come from its partnership with Hatrick, and the plan is to expand the comedy offering on the Virgin 1 broadband site and feed it back into the channel. It was revealed that the channel’s programming is made up of 60% acquisitions and 40% home-grown content.
There was also talk from Branson about his Virgin Galactic SpaceshipOne line, the first ever "space-line", offering non-astronauts the chance to visit space. According to sources close to Virgin, some major US broadcasters and the BBC are interested in making programmes around this project.
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