VH1 to Relaunch as Lifestyle Channel in the U.K.

Viacom International Media Networks (VIMN) will relaunch VH1 in the U.K. as a lifestyle and unscripted general-entertainment channel.

Effective from October 2, the current music channel will reposition as a new destination for unscripted shows. The refreshed channel will debut a string of U.S. reality hits for the first time in the U.K., including Love and Hip Hop Miami. Also amongst the launch lineup are Black Ink Crew, Love & Hip Hop New York and the full back catalog of RuPaul’s Drag Race and RuPaul’s Drag Race All Stars.

Kelly Bradshaw, VP and brand lead for MTV UK, said: “VH1 is a powerful brand stateside, with the channel delivering 12 consecutive quarters of growth in share and a string of Emmy wins. We look forward to building the brand in the U.K. and delivering a range of noisy, bold and fun content that our U.K. audience is sure to love.”