Sky has announced it is to re-brand Living as part of its overhaul of the former Virgin Media channel.
Living is to be re-branded Sky Living as part of BSkyB’s overhaul of the television broadcaster following its acquisition from Virgin Media. As already announced Bravo and Channel One are to be closed because they too similar to other Sky channels but Living will remain because of its strength in terms of audience – but it is to be renamed Sky Living. The channel will also move up the EPG (Sky’s Electronic Programme Guide) so it is nearer to Sky One and the soon to be launched Sky Atlantic.
Sky Atlantic is a new channel from the broadcaster which will show American dramas such as Mad Men, Six Feet Under and other programming acquired by Sky. Several months ago Sky and HBO signed a deal which allowed Sky access to the extensive HBO backlog of programmes and also future dramas and comedies all of which will air on Sky Atlantic. New HBO productions such as Broadwalk Empire and Games of Thrones will air on Sky Atlantic.
Living will be re-branded early in 2011 and will also be boosted by an increase of 25% in its budget. The channel has already announced the commissioning of its first UK original drama, Bedlam which will star Will Young.