Virgin 17

Virgin 17

Company type	Television channel
Industry	Entertainment, Music television
Predecessor	Europe 2 TV
Founded	2002
Founder	MCM Group (Lagardère Active)
Defunct	30 August 2010
Fate	Rebranded as Direct Star after acquisition by Bolloré Group
Successor	Direct Star
Headquarters	France , France
Area served	France, Belgium
Key people	Yannick Bolloré (after acquisition), Christophe Sabot (director after acquisition)
Products	Music videos, entertainment programs, variety shows, documentaries, reality TV series
Owner	MCM Group (Lagardère Active) until 2010; then Bolloré Group
Parent	Lagardère Active (until 2010), Bolloré Group (after 2010)

Virgin 17 was a French television channel specializing in music videos and entertainment programs, owned by the MCM Group, a division of Lagardère Active. It was accessible through digital terrestrial television (DTT).

Originally launched for DTT audiences, the channel took inspiration from MCM, another property under Lagardère Active. The network initially operated under the name "iMCM" before rebranding to Europe 2 TV in 2005. Subsequently, on 1 January 2008, it adopted the Virgin 17 identity, aligning with the rebranding of Virgin Radio France. Following its acquisition by the Bolloré Group, Virgin 17 transformed into Direct Star on 1 September 2010, integrating into Bolloré's broader media portfolio.

Broadcasting was free-to-air via the Hot Bird satellite until November 2007, after which it became encrypted for TPS subscribers and was also offered through online streaming. Virgin 17 ceased operations on 30 August 2010 and was succeeded by Direct Star.

History

The channel was developed by MCM Group within Lagardère Active specifically for TNT. It was initially introduced as MCM during frequency allocation sessions in 2002. To capitalize on the established Europe 2 radio brand, it was renamed Europe 2 TV in December 2004 and officially launched on TNT channel 17 on 17 October 2005. Targeting the demographic aged 15 to 34, the channel dedicated approximately 75% of its programming to music content such as music videos, live concerts, and variety shows, complemented by documentaries and select reality television series.

Due to underwhelming audience figures compared to rivals like NRJ 12, Lagardère opted to rebrand Europe 2 TV as Virgin 17 in mid-2007. This change received approval from CSA in July 2007 under specific conditions restricting brand advertising. The Virgin 17 identity was unveiled on 1 January 2008, featuring a message from Richard Branson, founder of Virgin Group. In January 2010, Virgin 17 expanded into Belgium by replacing MCM Belgique on platforms including VOO and Numericable.

On 18 March 2010, the Bolloré Group initiated exclusive talks to purchase Virgin 17 from Lagardère Active. The transaction, valued at €70 million and finalized in June, excluded certain staff members and programming rights. CSA granted approval for the acquisition in July. Under Bolloré’s leadership—with Yannick Bolloré at the helm and Christophe Sabot as director—the channel was rebranded as Direct Star. The new direction aimed to preserve and enhance its music-oriented content while adopting a more urban and contemporary style. The Direct Star website launched in August 2010.

Virgin 17 broadcast its final program at midnight on 30 August 2010, featuring a look back at its history before transitioning to Direct Star.