HOOK, UK: In a move likened by some cynics to setting-out the Titanic's deck chairs after the iceberg struck, Virgin Media will next month launch a new entertainment channel, Virgin1, on the platform of its deadly rival BSkyB.

Launch date, shared with new website Virgin1.co.uk, is 1 October. The channel will, of course, also air on the Virgin platform and that of Freeview, which now reaches over 8.4 million UK households.

According to Virgin Media TV managing director Jonathan Webb, the new channel is male-oriented in order to fill a perceived gap in the Freeview market.

Also launching on the same date is repeat channel, Virgin 1+1, confined to the Sky and Virgin platforms because of "bandwidth restrictions and expense" on Freeview.

Data sourced from Media Week (UK); additional content by WARC staff