Wednesday 14 July 2010, 11:56 | By

Sky complete Living TV purchase

Media

BSkyB completed its purchase of Virgin Media Television yesterday, the deal having got the OK from regulators in both the UK and Ireland.

The arrangement sees the Living, Bravo, Challenge and Virgin1 channels become part of the Sky empire, though they will continue to operate autonomously from the satellite company’s other telly stations under the Living TV Group banner.

Sky have not acquired a licence to use the Virgin brand as part of the deal, meaning Virgin1 will have to be renamed in due course. No word on what name Sky will go with. I don’t think my suggestion of SH1T TV has been officially knocked back as yet, though that would require the channel’s current programming policy to be maintained.

Ad sales for the four channel brands will be moved over to Sky’s sales house at the start of next year.

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