Virgin Media to drop Living2 brand

LONDON - Virgin Media TV is dropping its Living2 channel brand, following 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.

Launched in 2004, Living2 focuses on factual entertainment and reality.

Brand and marketing director Jeff Dodds said: ‘People think Living2 is a time-shifted channel but it is not. So we are repackaging and relaunching it under a new name later this year.'

Dodds would not confirm the new name for the channel.

Virgin Media is also working with Red Bee Media to refresh the onscreen identity of sister channel Living. Meanwhile, the channel will launch in High Definition (HD) on its TV platform on 6 October.

Dodds recently oversaw the introduction of Red, the new channel character appearing in idents for Virgin1.

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