BSkyB rebrands Living channel

Satcaster puts focus on its own channels

LONDON — The Living channel, recently acquired by U.K. paybox BSkyB from Virgin Media, is to be re-branded as Sky Living from early next year.

The move is part of a new push by BSkyB that will see greater emphasis placed on its own entertainment channels.

Sky1, Sky Living and upstart web Sky Atlantic, showcasing HBO fare including drama skein “Boardwalk Empire,” are to occupy adjacent slots on the satcaster’s electronic program guide.

Sky1 will remain at slot 106 on the EPG, with Sky Living promoted from slot 112 to 107, while Sky Atlantic gets slot 108.

BSkyB’s managing director of entertainment, news and broadcast operations Sophie Turner Laing said: “Taken together, these channels will have real cut through. Quite simply, they will be channels worth paying for and will give even more customers reasons to choose pay TV.”

Existing BSkyB subscribers will receive Sky Living and Sky Atlantic for no extra charge, but Bravo, part of the Living portfolio, is being culled.