The channel, which will be transmitted free-to-air on the Sky Digital platform, will showcase theatre, shopping and tourist information about London. It will seek to attract sponsorship revenue for some of its programming strands and is due to launch in the early summer.
The organisation has appointed the digital TV company Enteraction TV to run and produce the 24-hours-a-day venture. OMD UK is also acting as a consultant.
Enteraction TV has hired Claire Richmond as director of programmes for London TV. Richmond is a former series producer of the BBC’s 'Changing Rooms' and she will lead a 20-strong production team.
David Campbell, the chief executive of Visit London, said: "We are aiming to create programming that is impactful, high quality and appropriate for the world's greatest city. We want to produce ground-breaking communications that will be of equal interest to Londoners and visitors alike."
Campbell is a former chief executive of Virgin Radio and set up Ginger TV with Chris Evans.
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