Sky revealed its deal to buy the VMTV unit for £160m last month, giving it ownership of the channels Living, Livingit, Challenge, Challenge Jackpot, Bravo, Bravo 2 and Virgin1. The deal does not include the licensing of the Virgin brand and Sky will rename the Virgin1 channel “in due course”.
In completing the acquisition, Sky has paid Virgin Media an initial £105m. Up to an additional £55m will be paid on UK regulatory clearance. To date, regulatory approval has only been granted in the Republic of Ireland.
Questions still remain over how marketing will be affected by the change of ownership. Earlier this year, Virgin Media TV brand and marketing director Jeff Dodds stepped down from his role to become Virgin Media director of internal communications and engagement.
VMTV’s in-house creative team recently unveiled an advertising campaign for Living’s Britain’s Next Top Model show, which includes 10″ teaser spots on TV to be followed by 30 second ads, targeted to appear during reality shows and American dramas. Karmarama created a glossy print and outdoor campaign, with media handled by Manning Gottlieb OMD.