Live blog: Richard Woolfe, Sky1 controller

15.31: Welcome to our live blog of the controller interview with Richard Woolfe, who heads up the recently-branded Sky1, 2 and 3.

15.32: A montage of industry interviews suggests that Woolfe has to focus on share - as in not losing any more of it - and how to replace key US acquisitions when they come to an end. Now the interview begins...

15.33: A Simon Nye take on Snow White is mentioned, characterised as "dwarves behaving badly".

15.34: Woolfe argues that it is the cumulative ratings, not the fast overnight numbers, that matter. "We're not on cable at the moment, we're in 9m homes, and... we're miles ahead of our competitors."

15.35: "What we're doing is investing in drama for both series and one-offs", he explains. 15 pieces are in development at the current time.

15.36: "I'm going to use every trick in thebook to have noisy, PR-able shows." Woolfe adds that "the strategy is working - we've had 19 shows that have had more than 1m people watching - that's more than Five have had in Sky homes".

15.38: Woolfe says there has been a "significant change" from a sci-fi/Simpons channel to a five pillar Sky1: UK drama; best of the US (Lost, Prison Break, 24, Fringe); family entertainment; event programming and factual.

15.40: Sky1's upcoming light entertainment shows - ranging from Gladiators to the upcoming Cilla Black Blind Date revamp - are reeled off. Of Gladiators, Woolfe says the US brought it into the 21st century and adds there will be a big marketing push for the Christmas merchandising season.

15.43: When asked if Sky1 can break new talent, Woolfe said his job is "to make Sky1 famous".

15.44: Speaking about his pre-Sky time at Living, he said he questioned how the old Sky One could "f*** it up so badly?"

15.45: "What I want to do with Sky1, 2 and 3 is provide the best entertainment service" to go alongside Sky's already-strong sports, movies and news services.

15.47: Answering a focus group-suggested criticism that Sky1 is all-Simpsons, Woolfe says the strategy of personality-led shows is designed in part to counter-balance "the best programme on TV", which he likes having on the channel. "I don't want us to be The Simpsons channel," he says.

15.50: Asked what's on his to-do list: first, the drama strategy; second, to have more factual faces beyond the "fantastic" Ross Kemp; third, "to get daytime right" having started the revamp work on peak. He also wants to reach out to "men and women".

15.51: Woolfe suggests that having "noisy shows" helps to change people's perception of the channel as being masculine.

Coming up this afternoon: Richard Woolfe in video!

15.53: "The new season of Ross Kemp on Gangs starts week after next", Woolfe confirms when asked if the channel's other factual output can emulate Kemp's success. He adds that any "new faces" have to be "passionate" about their documentary topics.

15.55: The topic of An Addict's Last Days - a documentary showing a man addicted to drugs dying - comes up. Woolfe suggests it may reach an audience that "resists" programmes like Panorama. "It is us - it is going to make a difference, it is going to reach out to people in a way that the terrestrial channels will never be able to do. It's very brave."

15.57: "Get rid of the onc, I can't bear the onc," was one of the first things Woolfe said to the creative team at Sky1, it is revealed.

16.00: "That represents quite a lot of progress," Woolfe says after Sky1's autumn preview reel is shown. "We're excited about our programmes, we're excited about the look... We feel the channel is totally integrated with the rest of the platform. When I first joined Sky I felt like we were the lepers on the first floor - now we're [movies, sports, etc] all on the same page."

16.02: Woolfe refuses to talk "commercially sensitive" budgetary numbers but says it "has gone up a lot". Sky is "focused on investing in content"; he refuses to confirm a suggested number of £140m.

16.04: "What we really need are some female-friendly formatted shows. 8pm is a real opportunity. We're doing really well at 9pm and 10pm but I'd really like to see some long-running returnable series. We've done three seasons of Catwalk; I want some other shows for that slot."

16.06: A year from now, Woolfe hopes to have had success in drama; "I would want to see that we developed and had on air new faces of factual to support Ross"; and "that we find new entertainment shows that challenge the terrestrials".

16.09: Woolfe suggests that quiz shows would be suitable for a new daytime lineup - "no This Morning, no property".

16.10: Sky1's turnaround will be measured by more than ratings, argues Woolfe, adding that perception, the relationship with the subscriber base, and awards, also matter.

16.11: "The terrestrials are the dinosaurs. They really have their heads in the sand."

16.12: "We are developing Blake's 7, and it's very exciting... we're very excited by it." He doesn't answer a question as to whether it would continue the original story or be a reboot.

Look out for a video interview with Richard Woolfe shortly!