Virgin Media One, also called Virgin One, is an Irish free-to-air television channel owned by Virgin Media Ireland (part of Liberty Global), operated through its subsidiary Virgin Media Television. The channel launched on 20 September 1998, as TV Three, becoming Ireland's fourth television channel and the first commercial channel. It was known as TV3 from 2006, and then as Virgin Media One from 30 August 2018. The channel broadcasts a mix of Irish programming and acquired programming from ITV and other networks.
History Background In October 1988, the Independent Radio and Television Commission (IRTC) was set up to regulate new independent stations. Following this, TV3 was intended to be the Republic of Ireland's third terrestrial channel. The original broadcasting licence was granted to a consortium Tullamore Beta Ltd in 1990 (some of this consortium made up of Windmill Lane Productions and Paul McGuinness). It was originally envisaged that the channel would broadcast solely on cable and analogue MMDS, with a tentative launch for late 1991, but it was later (1990) decided that the channel should broadcast on some terrestrial UHF transmitters similar to other Irish channels. Initially their signal coverage was much poorer than that of RTÉ but this has been largely addressed since the switchover to digital television. There were concerns as of 1991 that TV3's signals would interfere with UHF frequencies from Wales and parts of England. No plans were to be announced until the frequency issue was solved.
TV3's broadcast was further delayed when IRTC revoked the broadcasting licence due to delays in broadcasting the channel. After a court battle the licence was eventually restored in 1993. By 1993 an agreement was made to sell 49 per cent of the company to UTV, to raise much-needed cash for investment in facilities. However, UTV pulled out of negotiations in September 1996, after TV3 tried to convince existing MMDS and cable television providers to drop UTV and replace it with TV3. Cable operators declined to drop UTV Northern Ireland from its line-up.Ulster Pulls Out Of TV3
In 1997, Canadian communications company Canwest bought a major stake in the new company; the launch goal was expected for year-end 1998.TV3 aims for launch towards end of 1998 Bidding wars for acquisitions favoured RTÉ more than TV3 in 1998, with RTÉ having outbid the new broadcaster in acquiring the rights to Fox's action film Independence Day. As of July that year, TV3's operational budget was comparable to RTÉ's budget for foreign acquisitions.RTE doubles foreign acquisition budget Days ahead of launch, the station spent £330,000 of its budget to advertise on the RTÉ channels.TV3 launch campaign 10/9/98
Throughout most of the 1990s, the only terrestrial television channels in Ireland were RTÉ One and Network 2. A third channel, TnaG, was launched on 31 October 1996. Despite being the fourth channel in Ireland, TV3's naming secured it the "third place" listing in many television listings, which had previously been occupied by TnaG.
Launch and early years The station finally opened on 20 September 1998, activating a countdown to the inaugural programme, while at 5:28pm, Taoiseach Bertie Ahern switched on its signal from the control room.Ireland's First Commercial TV Channel The channel was available to a nationwide transmitter network, which also included areas where British TV signals were weak; some of the programmes seen on the new channel were new to thousands of Irish people. The inaugural programme was This is TV3, which was dubbed by RTÉ employees as "Tallaght TV". After the programme, the first edition of News@Six with Gráinne Seoige followed, the lead story being related to the Clinton–Lewinsky scandal.From TV3 to Virgin Media: 20 years of lights, cameras and survival
During its first two weeks on air, 927,000 people have viewed the channel, especially for its core programming: EastEnders, the miniseries Merlin and the film The Quick and the Dead. With these programmes alone, the channel believed that it passed its 6% target. The channel was initially aimed at the 15–44 age group, at the time, the most favoured by advertisers, and also had a remit for 15% of its programming to be homegrown – rising to 25% within five years.
The launch was seen as "low key" compared to TnaG's two years earlier. The channel at the time was comparable to a general entertainment service of the time, making it indistingushable from satellite channels or RTÉ's Network 2. Compared to TnaG, which had a liberal slant, TV3's had a distinctly "conservative American" viewpoint. Moreover, its launch had problems from cable and MMDS companies; late on 18 September, RTÉ took to the courts against CMI's decision of displacing Network 2 in favor of the new channel. Irish Multichannel shared it with Bravo, a channel known for its risky programmes, between midnight and 12pm; the channel was concerned that its subscribers would have its signal cut off at midnight, before its nightly closedown, handing over to Bravo, which at the time had lightweight adult programming in late night slots.TV3 On Air
Rumours emerged in late October that its output agreement with Columbia Pictures was cut. It also wanted to negotiate with the FAI as the channel was barred from showing match highlights on its programmes or giving interviews, especially after its 5-0 defeat to Malta in the European Qualifiers on 14 October. The channel wanted to air the match between Ireland and Yugoslavia as a promotional push for viewers, but the political situation in Yugoslavia at the time caused the match to be delayed to 18 November.TV3 cut deal with Columbia
Granada administration On 12 September 2000, Granada purchased a 45% equity share (equal to Canwest's share) in the company, for £18.7 million in cash. As part of the deal, an agreement was signed to carry the company's programming catalogue, which implied that, from 1 January 2001, Coronation Street would move from RTÉ One to TV3, while Emmerdale would be introduced to Ireland on the channel.Granada buys 45% stake in Ireland's fast-growing TV3 Granada's involvement with the channel caused it to witness losses of €2.1 million in the first eight months of 2001 alone in CRO accounts. The channel was on track to cut its accumulated losses to €5 million in 2001.TV3 Operation Losses at E2.1m in Eight Months to Aug 2001
Doughty Hanson & Co. administration In May 2006, the group was sold to Doughty Hanson & Co., agreeing to buy 100% of the company for €265 million.€265million Deal For TV3 In May 2006, during the transitional phase, TV3 started handling advertising slots on LIVINGtv's Irish advertising feed, with the sales being managed from the Ballymount complex.TV3 To Sell LIVINGtv
ITV plc created in 2004 following the merger of Carlton and Granada) sold its £70 million stake in TV3 on 23 August 2006, though the channel would continue airing ITV programming until the end of 2007, totalling 60% of its programming, but was eyeing an extension of the supply agreement. The Doughty Hanson & Co. administration changed the channel's public image from a "reseller of cheap American imports" to a channel with a significant amount of local content, something deemed impossible in previous administrations.Tuning-In To The Future of Irish Television
The acquisition of Channel 6 in late 2008 led to the channel rebranding and ditching its founding logo. TV3 adopted a uniform brand for both linear channels and its website.Channel 6 Becomes 3e & TV3 Rebrands
The plan for what would become UTV Ireland in January 2014 caused TV3 to request information on its BAI terms following the announcement held in November 2013 that it would take over ITV's output agreements.TV3 Seeks Clarity on UTV’s planned Irish launch
Sale to Liberty Global In 2015, Liberty Global confirmed it planned to purchase the TV3 Group, approval to purchase the broadcaster was given on 2 October 2015 by the CCPC.
As Virgin Media One In June 2018, it was announced that the TV3 Group channels would be rebranded as Virgin Media Television on 30 August 2018, with TV3 renamed Virgin Media One.
Subsidiary channels
Virgin Media One +1
A timeshift channel TV3 +1 launched on 2 December 2014 on UPC Ireland. The channel was added to Sky Ireland on 8 April 2015.
However, the channel is unavailable to viewers on Saorview, as TV3 were in dispute with its operator 2RN (formerly a subsidiary of RTÉ) over the non-payment of tariffs over several years by TV3. On 30 August 2018, with the rebrand of TV3, TV3 +1 was rebranded as Virgin Media One +1.
Virgin Media One HD
TV3 HD is a high definition version of TV3, both domestic and imported programming is available in HD, mainly sporting content. TV3 HD launched on Virgin Media Ireland and Sky Ireland on 11 August 2015. It is anticipated TV3 will utilise its existing Virgin Media TV3 HD Studio in Ballymount where a number of its shows already broadcast from such as Ireland:AM, Xposé, The Tonight Show and 3 News. The service is currently unavailable on Saorview. On 30 August 2018, with the rebrand of TV3, TV3 HD was rebranded as Virgin Media One HD.
Broadcasting policy TV3 broadcasts a wide range of programming which in its early years depended heavily on international acquisitions. In 2008, the TV3 Group produced a three-year strategy to increase the amount of homegrown productions on the channel. Under its contract with the Broadcasting Commission of Ireland (BCI), TV3 is required since 2008 to have 30% of its programming coming from Ireland though TV3 now produces 40% Irish produced content (most of this content comes from in studio productions such as Ireland AM and Xposé). In 2010 TV3 announced a target of 50% Irish programming by 2012. TV3 has also confirmed its plan to build a major new studio in 2011 which will be fully HD capable with audience capacity.
The company has a small staff of 200 employees to run three television channels and one on-demand online service. On average, TV3 spend about €10 million on internal productions which are generally for daytime viewers. It does not have a history of strong prime-time content; generally its home produced programmes consist of at least one independently produced programme, e.g. The Apprentice, a number of internal documentaries such as Ireland Undercover and a number of BCI licence fee-funded independent products such as School Run, Diary of... and Modern Ireland.
As of October 2009, TV3 claims to be the most watched television channel by people aged 15–24 years old. This group was previously captured by RTÉ One. This is an important group to capture as it is often these viewers whom advertisers wish to target. In reaction to this press release from TV3, RTÉ rebutted its claims stating that RTÉ One outdoes TV3 in far more demographic categories and that TV3's press release, "In terms of the selective audiences focussed upon by TV3 in their release, it's clear this is a recent phenomenon and only pertains to a narrow sub-demographic of young viewers in this country. By contrast, the year-to-date equivalent (1 January – 20 October), all day national share, sees RTÉ One with a 16.2% share of the 15-24s; TV3 with a 13.3% share."
Budget In 2009 TV3 had revenues of €54,300,000. In the previous year (2008), TV3 received €62 million in advertising revenue. Increases in programme cost during 2008 included new sporting contracts with the GAA and UEFA, the first renewal of its contract with the British broadcaster ITV for shows such as The X Factor and Coronation Street, a small but significant increase in programmes commissioned from independent producers. It also increased investment in online technology, with its online service earning a profit for the first time.
In 2008, TV3 received €3 million in funding from the licence fee for independent productions on the channel.