Creative Brand Communications

Online PR: LIVING makes TV history with first online TV channel – Liv.

LONDON, Friday 16th October 200; LIVING is transforming the world of entertainment with the launch of Liv– the UK’s first online TV channel delivering free, exclusively commissioned and acquired short-form content everyday on the web.

Liv will truly bring linear TV into the online space in a way that goes beyond anything currently available. Liv will be accessed through leading websites and social media platforms from all corners of the web through a host of strategic syndication partnerships that will extend the LIVING brand fully outside of the digital TV space for the first time.

livLiv will launch with a brand new twice daily celebrity news show commissioned from production company Rockabox. The show, Liv for gossip, will bring viewers the hottest celebrity news first in the UK thanks to a ground-breaking content deal with Big Pictures which gives the channel a 12 hour exclusive window for their global video footage from LA, to Sydney, New York to London. At launch Liv will have two other main content pillars including style and beauty content and LIVING programme extensions. Further content pillars are currently in development.

The Liv web takeover kicks off at launch on 23rd October initially on and via media partner IPC. IPC’s magazine portfolio, which dominates UK newsstands with 29.4% of the market, will host the channel online, ensuring that Liv becomes an online entertainment destination from day one. Viewers will also be able to access Liv from its dedicated YouTube channel as well as downloading it via a Facebook application which allows users to share and interact with Liv content. Liv is looking at developing its syndication partners further and is in talks with a range of publishing companies and social media partners.

Liv will also provide a vast array of opportunities for advertisers from simple banner ads through to promotions and ad-funded shows. Future opportunities for brand extensions and ad funded content are currently being explored by the channel team.

Each channel within Liv will only screen bespoke content created solely for the channel; no recycling and no reruns, under four themes:

• Celebs – Liv will be the new home for celebrity gossip online with every angle of celebrity covered. Get the inside track from celebs talking about other celebs to the twice daily show bringing the latest exclusive video footage from around the world.
• Style – gives viewers unique access to all things style and beauty related. Includes specifically commissioned shows the first of which, Dress famous Liv famous, sees one of Britain’s Next Top Model’s most popular contestants Jade McSorley giving celebrity style makeovers to members of the public.
• Bite Me – brings exclusive previews and extensions of LIVING shows to the small screen with channel favourites including Four Weddings and Dating in the Dark.
• Popular – for those with no time to browse, this pillar will create a playlist, pulling together the top rating videos of the week from Liv.

Liv has been created by LIVING’s in-house team and will operate under the leadership of Amy Barham. The team also includes new appointments Rebecca Suter as Content Editor and Alex Ayling as Commissioning Executive.

Amy Barham, Channel Editor, LIV said: “Liv is a true innovation in broadcasting, it is not simply moving LIVING online or an extension of, it is a complete channel in its own right that gives viewers short form bursts of entertainment that they cannot get anywhere else. The move from linear to digital is one that broadcasters are struggling to come to terms with, but we have created a smart solution to the revenues challenges we are all facing. With Liv we have a very clear, strong editorial direction which is single-mindedly focused on our viewers and what they want to see.”

Virgin Media Television’s Director of Television Claudia Rosencrantz commented: “LIVING is one of the UK’s most recognised and powerful TV brands but we believe it has the potential to go beyond this and be a leading entertainment brand on every screen. Liv is the first step in taking the brand beyond TV and I am extremely excited about the creative and commercial opportunities that Liv presents.”

Taylor Herring PR: 0208 206 5151


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