The change is an attempt to address viewer misconceptions that the channel is a time-shifted version of sister channel Living.
Launched in 2004, Living2 focuses on factual entertainment and reality. Following the revamp, it will feature new idents and programming to make it stand out from its sister channel.
While Virgin Media's young female celebrity and style channel Living has a 0.6% share of viewing, Living2 has just 0.2%, according to Barb.
Virgin Media is also working with Red Bee Media to refresh the onscreen identity of sister channel Living.
Virgin Media has also launched its first online television channel under the Living celebrity and fashion brand.
The Liv channel went live last week and offers free, short-form content accessed through websites and social-media platforms that agree syndication deals with Virgin Media.
It will be supported by pre-roll video and banner ads, brand promotions and advertiser-funded shows. Brands running pre-roll ads include Baileys, Nina Ricci and Walt Disney World Florida.
Virgin Media TV declined to comment.
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