Slow start for Virgin 1

Virgin 1 managed a 2.5% multichannel audience share for drama The Riches at 10pm.

The US show, which stars Minnie Driver and Eddie Izzard, attracted an average audience of 323,000 over the hour.

By contrast, Sky One's Prison Break pulled in 464,000 and a 3.3% share over the same slot, with ITV2's film Wimbledon taking 229,000 and a 2.2% share, and BBC Three's EastEnders repeat grabbing 531,000 and a 2.3% share over half hour from 10pm.

The opening show for Virgin 1's launch at 9pm, Criminal Minds, did less well with an audience of 251,000 and a 1.29% share.

Sky One managed 500,000 viewers and 2.6% share with Ross Kemp on Gangs at 9pm, with ITV2's showing of the US Hell's Kitchen taking 479,000 and a 2.5% share in the same slot.

However, Virgin 1's launch share - while not stellar - was better than other comparable multichannel launches; on its launch night last October, Five Life managed only a paltry 0.21% primetime share average.