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ThE MaStEr

Rebrand for Living in new Sky line-up
By Julian Clover
Published: October 25, 2010 10.02 Europe/London

BSkyB has announced a reshuffle of the Entertainment section of its EPG that places Sky 1, a rebranded Sky Living and the new Sky Atlantic on the first page of its EPG. All three channels will also be available in HD and selected content – presumably that for which the rights have been acquired – available on the new Pull VOD service Sky Anytime+.

Sky 1 will continue on channel 106, Sky Living (the former Living) will move up the guide to 107 while the new Sky Atlantic will take 108. The slots are currently occupied by Sky 1 and sister channels Sky 2 and Sky 3.

“In Sky 1, Sky Living and Sky Atlantic we have three outstanding channels which will sit loud and proud at the top of the EPG,” said Sophie Turner Laing, MD of Entertainment, News and Broadcast Operations at Sky. “Investment in stand-out content is at the heart of our strategy and we’re delighted to be able to offer customers so much choice and quality across our expanded entertainment line-up. Taken together, these channels will have real cut through.

The continually evolving Sky 1 is adding a British comedy strand to its mix of reality television, acquired and commissioned drama. Sky Living, acquired from Virgin Media earlier this year, will be home to programmes including Britain’s Next Top Model, Four Weddings, Chuck and upcoming UK drama series Bedlam. The rebranding from Living will take place early in 2011 at the same time as the channel benefits from a 25% increase in on screen investment.

Sky Atlantic will take advantage of Sky’s recent acquisition of HBO content including the critically acclaimed critically acclaimed Boardwalk Empire and the forthcoming Game of Thrones, Luck and Tremé.

All three channels will be available within Sky’s basic packages.

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Rebrand for Living in new Sky line-up





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