LONDON - Virgin Media Television has announced the launch of the free-to-air TV channel, Virgin 1.
Virgin 1 will be widely seen as a rival to Sky One, which the rival broadcaster pulled from the Virgin platform earlier this year following a row over carriage costs.
The channel will be distributed on Freeview, Virgin Media and digital satellite. It will mix newly-commissioned and acquired programming with user generated content and hit shows from Virgin's pay-tv channels.
Virgin 1, which will be launched this autumn, will be headed up by managing director Johnny Webb, pictured.
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