Living 2 becomes Living It

Virgin Media TV is dropping its Living2 channel brand and renaming the channel Living It next month. The move follows problems making viewers understand that the channel is not a time-shifted version of sister channel Living. While Virgin Media's young female celebrity and style channel Living has a 0.6% share of viewing, Living2 has just 0.2% of viewing, 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.