Virgin 1 boss is inspired by orange juice

Celia Taylor, director of programming for forthcoming general entertainment channel Virgin 1, has admitted to taking inspiration from an orange juice drink.

Speaking at a controller session at the Edinburgh TV Festival today, Taylor explained how she was "trying to find a new voice" with Virgin 1, now being dubbed "V1".

"We want to break out of the derivative safety net of television channels with V1," she said. "I actually looked at the Innocent fruit drink brand. It came into a very saturated market and did very well. The way they sold orange juice was very impressive."

As for the specific ways V1 would be different, Taylor promised that the channel - launching in October - would "actively... take risks" with its programming. "I want V1 to be a channel with personality," she added. "It's like meeting someone at a party who is the life and soul but then when you sit down with them one-on-one, they also have a lot of interesting things to say about the world."