The company is working on the new channel's logo and design, and plans to make appointments once the branding is in place.
Virgin played down speculation that the channel, which will combine newly commissioned and acquired content, user-generated content and existing Virgin Media programmes, has been launched as a knee-jerk reaction to the removal of Sky One from its platform.
VMtv, which handles the promotion of individual channels and programmes, currently works with the ad agency The Gallery, with media buying by PHD. A VMtv spokesman would not confirm whether or not incumbent agencies were involved in the discussions or if the list included Virgin Media's agencies, Rainey Kelly Campbell Roalfe/Y&R, Rapier and Manning Gottlieb OMD.
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