Virgin 1 Freeview channel to rival Sky One

Uma Thurman is the public face of Virgin Media, appearing on the broadcaster's TV adverts

Virgin Media is about to launch its own Freeview entertainment channel. Virgin 1 will replace Virgin's own FTN channel and will be positioned to compete directly with Sky One .

The programming on Virgin 1 will consist largely of American TV imports, just like Sky's 'Sky One' channel. But Virgin is hoping that it will be able to usurp Sky One's dominance by signing exclusive deals with the US television networks.

Virgin takes on Sky again

"It will be a creative tour de force and a cutting-edge example of any time, any place content. VMtv has huge support from Virgin Media and Richard Branson, who agree that Virgin 1 is what UK audiences have been waiting for."

Virgin Media recently held talks with Setanta - an Irish Sky Sports rival - over a deal which could see the two companies collaborating on a new sports news channel to rival the ever-popular Sky Sports News.

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