Living TV, the digital channel, is dropping TV from its name as part of a relaunch that aims to make the channel more "male friendly".
The changes, which follow the relaunch of owner Flextech as Virgin Media Television last week, will include a new logo and on-air identity. The logo uses the word Living as a cut out with stills from Living shows behind it.
A series of celebrity-fronted idents, starring people from Living’s shows, will launch later this year. The new look has been created by Red Bee Media and Living’s in-house creative team.
Living director of programmes Claudia Rosencrantz says the new branding reflects a "seismic shift in perception and behaviour" with men seeing the channel as something they can "unashamedly" enjoy.
A Living spokeswoman says that it will remain a channel with feminine value. She adds: "Its new look is designed to reflect the fact that the channel is increasingly attracting a shared audience of both women and men."
The split between male and female viewers stands at around 45% and 55%. The channels key shows include Grey’s Anatomy, America’s Next Top Model, Most Haunted and CSI.
The relaunch of Living, which was led by Virgin Media Television creative director Alun Constable, is believed to be the first of a number of changes to channel identities following cable owner NTL:Telewest’s relaunch last week as Virgin Media.