London Live, the first TV channel dedicated to the capital, is set to launch at 6:30pm this evening (31 March) as the “first channel launching in the social media era”.
Backed by Evgeny Lebedev, owner of the Independent and Evening Standard, London Live will feature a mix of live news and current affairs as well newly-commissioned and established programming.
Jon O’Donnell, group commercial director at ESI Media said at Advertising Week Europe that the channel is aimed at the “under respresented” age group of 16-34 year olds who are "tech savvy, social explorers”.
He added that the word ‘local’ has been banned from describing the channel. “We are approaching the channel very differently with a national mind set focussing on audience rather than locality,” he said.
London Live will air 24/7 on Freeview channel 18.