Virgin1 rebrands as Channel One

Takes digital terrestrial rights to Warner Bros' 'V'

LONDON -- Virgin1 is rebranding as Channel One and has snapped up digital terrestrial rights to Warner Bros' alien drama "V" into the bargain, managing director Jonathan Webb announced Thursday.

The channel rebrand comes as Channel One and the rest of the Living TV group -- including Living, Trouble and Bravo -- now come under the BSkyB banner after being acquired from Virgin Media last month. Under the deal Virgin Media will retain all rights to the Virgin brand.

Channel One will now roll out on Freeview, giving it distribution in over 70% of U.K. homes in addition to 12 million homes it is in on the Sky and Virgin Media platforms.

Despite the shift in ownership, Webb maintains that the channels won't follow with a shift in focus, retaining their excitement about U.S. imports, hence the acquisitions of "V" which previously aired here on NBC Universal's SyFy.

"We'll continue to embody the wit and warmth of Virgin1, and inherit the jam-packed schedule that has propelled the channel to market-beating growth over the last few years," said Webb.