While accusations have been slung from both sides following the collapse of Sky's channel sharing 'agreement' with Virgin Media it seems Branson's boys haven't wasted time moping.
Instead it has come out with its very own (thinly disguised) Sky One competitor, the cheekily named 'Virgin 1'. Like Sky One it will broadcast a mixture of commissioned, purchased and user generated content and - unlike Sky One - be subscription free and available on Freeview. On-demand programming will also be introduced meaning viewers can pick and choose when and what they wish to watch (bit of a tongue-twister that).
Little else is know about the channel other than this unless you include Virgin's declaration that Virgin 1 will be "packed full of a new brand of witty, risky and passionate entertainment never seen before on Freeview", but nevertheless – as the company's first own branded channel – it is a bold statement of intent.
Virgin says it won't be long before the channel's line-up is announced (a logo would be nice too – for selfish thumbnail purposes) so let's hope it turns out to be more Channel 4 than ITV... that is unless you like ITV in which case get out of my sight.