Sources say the planned revamp is the company's "next major project in 2010" and will focus partly on the programming of Bravo, which targets a younger, mainly male, audience with action, crime and gaming programming. It is understood there are plans for more commissions and acquired content, as Virgin looks to build the channel's "scale".
The result of the changes is likely to be a tweaking of the channel's orientation. One source said: "In the past, the channel could have alienated some female viewers, but we want to capture more viewers."
There is no suggestion that VMtv wants to move the channel away from being predominantly male-focused, but is thought to be looking to attract a wider viewing base for some shows.
The relaunch is the latest phase in what one source labelled a "refresh" of the Virgin Media TV portfolio. Earlier this year, it emerged that VMtv was to close its teenage-oriented pay-TV channel, Trouble.
The sale of VMtv, revealed by Media Week in February, is understood to be continuing, with BSkyB and Time Warner competing to buy the company. Virgin Media declined to comment.
This article was first published on mediaweek.co.uk