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Each programme will have its own social networking 'profile' on for viewers to link to and interact with. The site will also feature exclusive programme content, catch-ups and streaming for selected Virgin 1 shows.

The site aims to grow communities around each of Virgin 1's shows. For example, as well as watching the Star Trek franchise (from Star Trek: TNG to Star Trek: Enterprise) on Virgin 1, fans can view exclusive Star Trek convention footage online. This and other content will give fans a forum to create communities and upload, download and share content. Other forums will centre around progammes such as 'The Sarah Connor Chronicles', a TV spin-off from the 'Terminator' movies.

The site will consist of five main sections – ‘Laugh’, ‘Watch’, ‘Share’, ‘Download’ and ‘Talk’. VMtv has announced a deal with Hat Trick productions to provide new and unique comedy content under the “Comedy Flannel” brand for the Laugh area.

The "Share", "Download" and "Talk" sections will form the majority of the innovative social networking and UGC elements of the website. Taking learnings from its TroubleHomegrown portal, VMtv is creating a personal “MyVirgin1” feature. This allows users to message other users, create blogs, upload and download content and join groups.

Virgin 1 is the media owner’s first branded television channel Available on Virgin Media and Sky Freeview, the general entertainment channel is aimed at 25-54-year-olds.

Virgin1.co.uk will launch at the same time as Virgin 1. The site was commissioned by VMtv Creative head of interactive, Kevin Brown and designed by Not Only But Also, with UGC software developed by Mobrio. The site will be accessed as a standalone website, and via the Virgin Media portal – .