VM TV to launch new Livingit channel

Thursday, November 19 2009, 12:44 GMT

By Andrew Laughlin,

Virgin Media Television has announced that Living2 will soon become Livingit as part of a major rebrand of the Living portfolio.

From November 30, Livingit will carry a raft of new programming, including documentaries Air Ways and The 45 Stone Virgin, along with Ghost Adventures and New Extreme: Skinny Celebrities.

Current Living2 shows, such as Helicopter Rescue, Nothing To Declare and Passport Patrol, will continue to broadcast on the new channel.

The Livingit launch is part of Virgin Media TV's rebranding of the Living portfolio to reinforce its key values under the slogan, 'Life's worth watching'. A series of new idents will soon be introduced on the main Living channel featuring on-screen talent and performers interacting with the Living logo.

"With Livingit's new name, programming and look, the channel's new proposition is crystal clear and perfectly complements its relationship with Living," said Virgin Media TV director of television Claudia Rosencrantz. "'Life's worth watching' will drive the programming strategy and we have big ambitions for the channel to deliver some of the strongest imports and UK productions in multichannel.

"The new look for both channels means they are at their gorgeous glossiest best, keeps the branding perfectly in tune with our incredible programmes and really does justice to Living's reputation as the jewel in pay TV's crown."

Virgin Media TV brand and marketing director Jeff Dodds added: "The Living brand is one of the strongest on UK television, and these developments will solidify our presence even further in the pay TV big league.

"With the launch of Livingit, we are sending a clear message that the channel has a distinct personality in its own right. Living's new on-air look not only has huge on-screen impact but gives us endless creative possibilities, from using our best loved faces to more abstract concepts that communicate our brand values in a really entertaining and impactful way."