Living launching online-only TV channel

Tuesday, September 29 2009, 00:02 BST

By Lara Martin,

Living has announced that it will launch the UK's first online-only TV channel next month.

Liv will deliver free, exclusively commissioned and acquired short-form content every day on the internet under four themes: Celebrities, Style, Bite Me (offering previews and extensions of Living shows) and Popular (a playlist of the most watched videos).

Amy Barham, the channel editor for Liv, said: "[It] is a true innovation in broadcasting, it is not simply moving Living online or an extension of, it is a complete channel in its own right that gives viewers short-form bursts of entertainment that they cannot get anywhere else.

"The move from linear to digital is one that broadcasters are struggling to come to terms with, but we have created a smart solution to the revenue challenges we are all facing. With Liv we have a very clear, strong editorial direction which is single-mindedly focused on our viewers and what they want to see."

The channel will launch with twice-daily celebrity news show Liv For Gossip, commissioned from Rockabox, which will benefit from a partnership with Big Pictures that gives Liv an exclusive 12-hour window on video footage from across the world.

At launch, Liv will also feature a style section, which will include a makeover show fronted by former Britain's Next Top Model finalist Jade McSorley, and beauty content. Other programmes are currently in development.

Virgin Media Television's director of television Claudia Rosencrantz added: "Living is one of the UK's most recognised and powerful TV brands but we believe it has the potential to go beyond this and be a leading entertainment brand on every screen.

"Liv is the first step in taking the brand beyond TV and I am extremely excited about the creative and commercial opportunities that Liv presents."

The channel will launch on October 23 initially through Living's website and via media partner IPC, which will host the channel online. It will also be accessible through its own YouTube channel and a Facebook application.