Living TV Group
| Company type | Subsidiary |
|---|---|
| Industry | Television broadcasting |
| Predecessor | Flextech |
| Founded | 1988 |
| Fate | Acquired by BSkyB and dissolved |
| Successor | Sky (under BSkyB) |
| Headquarters | United Kingdom |
Area served | United Kingdom, Ireland |
Key people | Roger Luard (former CEO), Adam Singer (former CEO), Jonathan Webb (former MD) |
| Products | Television channels including Bravo, Challenge, Living, Trouble, Virgin1 |
Number of employees | 110 |
| Parent | BSkyB (from 2010) |
Living TV Group was a UK-based television consortium initially known as Flextech from its inception in 1988 until it became a subsidiary of Virgin Media and was rebranded as Virgin Media Television. In 2010, BSkyB purchased the company, renamed it Living TV Group, subsequently absorbed it into Sky's operations, and eventually discontinued the group. The channel Challenge is the sole remaining active station from this portfolio.
The group and its forerunners managed channels including Bravo, Challenge, Living, Trouble, and Virgin1, all accessible across UK terrestrial, satellite, and cable networks, as well as in Ireland through satellite and cable services. Advertising sales were handled by Interactive Digital Sales (IDS), a former affiliate, until 1 January 2011, when Sky Media assumed responsibility.
Flextech (1990–2000)
Originally an oil services enterprise established in 1983, Flextech transitioned its focus to media under CEO Roger Luard’s leadership starting in 1986. Its initial media investment was acquiring a 20% share in production and distribution company HIT Communications in 1990, followed by purchasing a 25% stake in Starstream Ltd., which owned The Children's Channel. By 1992, Flextech had divested all non-media assets to concentrate exclusively on media ventures.
In 1993, Flextech collaborated with International Family Entertainment (IFE) to introduce a UK version of IFE's flagship The Family Channel, acquiring a 39% ownership interest. This partnership granted access to TVS Entertainment’s programming library and operational facilities at The Maidstone Studios. Later that year, Flextech negotiated with US cable operator Tele-Communications Inc. (TCI) to acquire TCI’s European programming division in exchange for equity. The transaction completed by January 1994, resulting in TCI holding a 60.4% stake in Flextech while Flextech gained full ownership of Bravo and substantial shares in UK Gold, UK Living, and The Children's Channel.
Early in 1994, Flextech incorporated United Artists European Holdings’ programming assets, which raised TCI’s ownership to 60%. Additionally, Flextech purchased a 20% share in HTV for £27 million; this holding was subsequently transferred to Scottish Television as part of a transaction involving STV shares. Flextech also secured licensing rights for over 125 hours of STV’s drama and documentary content and committed to commissioning £6 million worth of programming over three years.
In 1995, American investors US West (9%) and Hallmark (10%) injected £92 million into the company, enabling Flextech to gain complete ownership of The Children's Channel. During spring 1996, merger discussions with BSkyB aimed at consolidating pay-TV offerings did not come to fruition; nevertheless, by 1998 Flextech's channels were available on Sky's digital platform.
June 1996 marked the rebranding of United Artists Entertainment (Programming) Limited as Flextech Television Ltd to unify corporate branding. That year also saw an increase in Flextech’s stake in UK Gold from 27% to 80%, purchasing shares from Cox and Pearson. Negotiations with the BBC culminated in a March 1997 announcement of a collaboration to launch entertainment channels featuring BBC content. However, disagreements regarding advertising on BBC-branded channels led the BBC to independently launch some channels while transferring others to BBC Worldwide.
This collaboration developed into the establishment of UKTV in November 1997, introducing channels such as UK Horizons, UK Style, and UK Arena utilizing BBC programming. Meanwhile, The Family Channel was transformed into game show-oriented Challenge TV. In 1999, Flextech acquired Minotaur International for $6.5 million to oversee international sales of commissioned programmes; Minotaur later formed a partnership with Virgin Media Television.
Following the passing of CEO Roger Luard in 1998, Adam Singer assumed the chief executive role. At the end of 1999, Flextech merged with cable operator Telewest, forming a £10.5 billion media entity where Telewest shareholders held an 80% majority and Flextech shareholders retained 20%. This merger was completed on 19 April 2000.
Telewest/NTL/Virgin Era (2000–09)
During the period when Telewest held ownership, Flextech experienced growth, notably with UKTV expanding its channel lineup in partnership with the BBC and launching a shopping channel in the autumn of 2000. In 2003, Flextech reorganized its marketing approach by establishing internal teams working alongside agencies such as Banc and Karmarama. This approach facilitated the introduction of the new Freeview channel Ftn in January 2003. Following this, Living TV underwent a brand refresh and launched Living 2, which concentrated on reality and entertainment programming. In early 2004, discussions took place involving United Business Media, RTL (both investors in Five), and Flextech about combining their advertising sales operations, but these negotiations ultimately did not materialize.
By 2005, as Telewest prepared for a merger with NTL, it sought to divest Flextech, citing that a content provider was not aligned with the merged company's objectives. Potential buyers included RTL, Hallmark Channel, ITV, Time Warner, and Disney. However, the BBC's veto rights over transferring Flextech's stake in UKTV complicated any sale efforts. NTL opposed terrestrial broadcasters acquiring Flextech’s channels due to concerns that it would strengthen digital terrestrial platforms such as Freeview, which benefited from having fewer channels than pay-TV services.
By September 2005, most prospective buyers had withdrawn except BSkyB, which later also pulled out amid Competition Commission scrutiny. Industry observers questioned the seriousness of the sale despite interest from RTL and ITV. NTL’s CEO Simon Duffy reaffirmed that "Flextech remains a key focus." Shortly thereafter, Jonathan Webb succeeded Lisa Opie as managing director and redirected Challenge away from game show formats while ending Bravo's "laddish" programming style.
In November 2006, following its acquisition of Virgin Mobile in July and securing rights to use the "Virgin" brand, NTL:Telewest rebranded as Virgin Media to capitalize on Virgin’s reputation for value, customer service, and innovation within entertainment and communications. As part of this rebranding initiative, Flextech was renamed at Richard Branson’s request to maintain branded content within the group. On 8 February 2007, Flextech officially became Virgin Media Television as part of a wider rebranding that encompassed NTL:Telewest, Virgin Mobile, and Virgin.net.
Divestment to BSkyB
On 7 April 2009, Virgin Media commenced the process of selling its content division by issuing a sales memorandum for Virgin Media Television and its advertising sales arm IDS, excluding its 50% ownership of UKTV. The UKTV stake—comprising ten pay-TV channels such as Gold, Dave, Home, Watch, Yesterday, and Good Food—was sold in August 2011 to American broadcaster Scripps Networks for £339 million (approximately $504 million). The agreement included provisions allowing BBC Worldwide an option to increase its holding to 60%, blending cash considerations with digital rights arrangements to support UKTV’s development.
On 4 June 2010, British Sky Broadcasting (BSkyB) and Virgin Media reached an agreement for Sky to acquire Virgin Media Television (VMtv) for up to £160 million in cash (£105 million payable at completion with the balance contingent on regulatory approval). This acquisition expanded Sky’s basic pay-TV channel portfolio and eliminated carriage fees previously paid for VMtv channels. New carriage contracts ensured wholesale distribution of Sky’s basic and HD channels on Virgin Media’s cable network. Additionally, Virgin Media gained access to Sky’s premium content through on-demand platforms. From January 2011 onward, Sky took over advertising sales responsibilities for VMtv channels. The transaction required clearance from merger authorities in the Republic of Ireland.
Virgin1 was part of the deal but was rebranded as Channel One on 3 September 2010 due to licensing restrictions preventing use of the Virgin name. Virgin Media’s stake in UKTV was excluded from this sale.
The Irish Competition Authority approved the transaction on 29 June 2010 after the Minister for Enterprise, Trade and Innovation chose not to initiate a full investigation.
Following regulatory approval in Ireland, Sky finalized the acquisition on 13 July 2010 by paying an initial £105 million with up to £55 million payable upon UK regulatory clearance.
On 20 July 2010, the UK Office of Fair Trading (OFT) reviewed the acquisition over competition concerns but decided by 14 September not to refer it to the Competition Commission.
After completing the purchase, BSkyB integrated Living TV Group into its operations by shutting down Bravo, Bravo 2, Challenge Jackpot (as of 1 January 2011), and Channel One (as of 1 February 2011). The channels Living, Livingit, and Living Loves were rebranded as Sky Living, Sky Livingit, and Sky Living Loves respectively; Challenge was added to Freeview with a budget increase of around 25% for programming. This restructuring resulted in approximately 52 job losses out of Living TV Group’s workforce of 110 employees including senior executives. Integration was completed by late January 2011. Living TV Group was formally dissolved on 23 April 2014.
Living TV Group channels
Living TV Group managed a range of linear television channels, most of which originated during the Flextech period. The lineup featured a high-definition channel alongside several time-shifted versions, all accessible through satellite and cable platforms; additionally, Channel One was broadcast on Freeview.
Initially designed to serve various audience segments under Flextech, the group later concentrated on an older viewer base. In response to falling audience numbers, a number of channels were discontinued, and after Living TV Group was acquired by Sky, further channel closures took place.
Bravo
Bravo, which debuted in 1985 as one of the early cable-exclusive channels, offered a one-hour time-delay service known as Bravo +1. Its original programming included B-movies from the 1950s and 1960s as well as classic series such as Knight Rider and MacGyver. In 1996, the channel shifted its focus to science fiction, horror, and daytime crime documentaries, with adult content airing during late hours. Over time, the adult programming was reduced while sports coverage increased—most notably featuring Italian Serie A football—and imported dramas like Alias. Bravo also aired World Championship Wrestling’s Nitro during WCW’s final season from 2000 to 2001. Its primary demographic consisted of men in their late twenties to early forties. The channel ceased operations on 1 January 2011.
Bravo 2
Bravo 2, originally launched as Player on 2 March 2006, served as a companion channel to Bravo and evolved from the "Player" late-night segment on Challenge. It was rebranded to Bravo 2 on 28 September 2006 to strengthen its association with the main channel. The programming mainly centered on gambling and sports content. Player had exclusive rights to broadcast parts of the FIA GT Championship and selected Serie A matches. Bravo 2 ended its transmission on 1 January 2011.
Challenge
Challenge started out as The Family Channel on 1 September 1993 through a collaboration with International Family Entertainment, showcasing much of its program archive including titles from Television South. After Flextech took full control in 1996, it was relaunched as Challenge TV on 3 February 1997. The channel predominantly features game shows drawn from various archives, mostly reruns from terrestrial broadcasters.
Challenge continues to operate and stands as the sole original Flextech-owned channel still active today.
Challenge Jackpot
Challenge Jackpot was introduced on 1 July 2008 as a round-the-clock interactive gaming channel, run jointly with Two Way Media. It was accessible via Virgin Media cable, Sky, and on Freeview through overnight simulcasts on Virgin 1 and Bravo 2. Cable viewers could engage with live shows using an interactive application developed by Two Way Media; participation was also possible through the channel’s website. Due to regulatory constraints, Challenge Jackpot was not available in Northern Ireland. Its gaming operations were regulated by Ofcom and the Alderney Gambling Control Commission. The channel closed down on 1 January 2011.
European Business News
European Business News was a pan-European business-focused channel co-owned by Dow Jones, holding 70%, and Flextech with 30%. Its satellite broadcast ran from 06:00 to 12:00, sharing airtime with Bravo, while it provided round-the-clock programming on cable. Confronted with financial difficulties, Dow Jones declared in December 1997 its intention to merge this channel with the also financially challenged CNBC Europe. The consolidation finalized in February 1998, resulting in the channel's rebranding as "CNBC EuropeA Service of NBC and Dow Jones". Following this, Flextech divested its share to concentrate exclusively on entertainment ventures.
Ftn
Ftn (Flextech Television Network) was the only channel fully owned by Flextech. It was discontinued and transformed into Virgin1 on 1 October 2007 after acquisition by VMT.
Living
Launched in September 1993 via Sky Multichannels as UK Living, the channel initially partnered with UK Gold before evolving into Living TV, then LIVINGtv, and later simply LIVING. As the flagship station of Living TV Group, it often outperformed Sky One in ratings, solidifying its reputation as "the sixth channel." Starting as UK Living on 1 September 1993, it adopted the Living brand in 1997 to distinguish itself from the newly introduced UKTV network.
On 1 February 2011, the channel underwent a rebrand to Sky Living. In 2013, aiming to attract a broader audience including more male viewers, the network replaced its pink theme with a silver color palette and diversified its programming slate. Popular series such as CSI, Close to Home, and Boston Legal contributed to expanding its viewership among men aged 18–45 while maintaining appeal among female audiences.
The Living brand concluded on 6 August 2018 when Sky Living was renamed Sky Witness after nearly 25 years on air. This left Challenge as the sole remaining channel from the original Living TV Group lineup.
Livingit
LIVINGit along with LIVINGit +1 served as companion channels to Living, debuting on 13 December 2004 under the name LIVINGtv2. This channel showcased selected content from the main station alongside extended reality-based programming such as I'm Famous and Frightened Extra! and Most Haunted Live!. It also broadcast American reality shows like The Amazing Race and featured lifestyle and health-related series including Baby ER, Birth Stories, Downsize Me, and Wedding SOS. A specialized Baby Zone segment concentrated on pregnancy and childbirth topics. The channel rebranded to LIVING2 in 2007 before adopting the LIVINGit name in 2009.
On 1 February 2011, it transitioned to Sky Livingit; later, on 9 June 2015, it was renamed Real Lives. The channel ultimately ceased broadcasting on 1 October 2019.
Living Loves
On 5 July 2010, Living Loves replaced Living +2 on both Sky and Virgin Media platforms. Broadcasting daily from 15:00 until 02:00, it provided viewers an opportunity to catch up on popular Living programs or revisit favorite episodes. The channel adopted the Sky Living Loves name on 1 February 2011 and subsequently expanded to a full-day schedule. It was closed down on 21 February 2012.
SceneOne
SceneOne functioned as a broad entertainment website and television channel, ultimately discontinued by Flextech due to underwhelming audience engagement and insufficient revenue generation. The website debuted in February 1999 and was closed on 4 April 2002, following an announcement made in March 2002. Its content spanned film, television, radio, music, live concerts, theatre, comedy, digital media, literature, and video formats. The associated TV channel launched in June 2000 but ceased operations by March 2001.
Screenshop
Screenshop was introduced by Flextech in October 1997 as a teleshopping filler showcasing international products. It extended its presence online in 1998 before becoming a dedicated digital channel in 2000. In March 2001, Flextech sold Screenshop to Sit-Up TV for £10 million, receiving a 38% equity stake valued at £14.8 million in cash. Following this transaction, Screenshop's functions were integrated into Bid-Up.TV.
Setanta Sports News
Setanta Sports News, a collaborative venture between Virgin Media Television and Setanta Sports, launched on 29 November 2007 after several delays. It served as Virgin Media’s substitute for Sky Sports News, which had been removed from their platform in March 2007 due to the termination of their contract with BSkyB. The channel discontinued broadcasting on 23 June 2009, coinciding with Setanta Sports entering administration.
The Children's Channel
The Children's Channel commenced broadcasting in 1984 and joined the Astra satellite lineup in 1989. Flextech acquired a stake in the channel in 1990. Due to declining viewership amid increased competition from other children’s networks, it quietly shut down on 3 April 1998. Its broadcast slot was replaced by TV Travel Shop; however, Cable & Wireless briefly maintained a Nordic feed. Although the channel ceased transmission, its website remained operational until at least 2005, albeit with most original content removed.
Trouble
Trouble launched on 3 February 1997 and fully took over from The Children's Channel on 4 April 1998. Aimed at young adults aged between 15 and 24, Trouble primarily featured American and Australian imported shows with limited UK-produced content. It also operated a website called Trouble Homegrown that showcased British videos. The channel closed on 1 April 2009.
Virgin1 / Channel One
Channel One, a general entertainment station owned by Living TV Group, launched as Virgin1 on 1 October 2007, replacing Ftn across all platforms. Channel One +1 was available via Virgin and Sky services. The channel represented Virgin Media’s strategic effort to compete with Sky1 by expanding its audience reach. It ceased operations on 1 February 2011.
Virgin Central
Virgin Central was introduced on the Virgin Media platform as a video-on-demand service accessible through the red button on remote controls. It offered viewers a weekly selection of free episodes from various TV series without advertisements, along with playback controls such as pause, fast forward, rewind, and stop.
Virgin Central was discontinued on 11 March 2010 when its content fully transitioned to Virgin Media’s OnDemand menu section. A secondary channel, Virgin Central 2, replaced Sky One on 1 March 2007 amid a contract dispute between Virgin Media and BSkyB. This duplicate channel was removed on 11 December 2007 to make way for Music OnDemand.
NetPlay TV
On 7 April 2009, Virgin Media Television secured options to purchase 9.9 percent of NetPlay TV Plc's shares at a price of 18p each.
NetPlay acquired the assets of Two Way Gaming Ltd, the operator behind Challenge Jackpot gaming services, in exchange for £2 million worth of stock. The company entered into production and gaming agreements with Virgin Media Television extending until 30 June 2013, assuming responsibility for Challenge Jackpot’s production, website, and television channel.
On 25 March 2010, NetPlay TV and Virgin Media Television mutually ended the option agreement granting VMTV options over 14.9 million shares (equivalent to a 9.9% holding). Under the updated terms, NetPlay obtained ownership of the Challenge Jackpot database through a fixed cash payment of £1.82 million. Previously, from May to December 2009, the database generated £2.9 million in gross gaming margin under a revenue-sharing arrangement; following the change, all revenue is retained by NetPlay TV, while VMTV receives fixed monthly fees corresponding to the value of airtime.