VH1 To Relaunch In UK With Focus On Unscripted, Picks Up ‘RuPaul’s Drag Race’

VH1 is getting a major change of direction here in the UK. Viacom International Media Networks has announced plans for it to move away from music and relaunch with a focus on unscripted programming. It will be managed and programmed by the MTV UK brand team.

The channel, which goes live on Tuesday October 2nd, has picked up the full back catalogue of RuPaul’s Drag Race and RuPaul’s Drag Race All Stars for the relaunch. VH1 will also launch a number of U.S. unscripted shows in the UK. Key titles for the launch schedule include Love And Hip Hop Miami, Black Ink Crew, and Love & Hip Hop New York.

“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 UK and delivering a range of noisy, bold and fun content that our UK audience is sure to love”, said Kelly Bradshaw, Vice President & Brand Lead, MTV UK.