It was originally owned by a three way partnership; former ITV London franchise holder Thames Television, Tele-Communications Inc. and fellow cable communications company Cox Enterprises, with a budget of £25million.

[1] By January 1994, Flextech (later known as Virgin Media Television and Living TV Group), took over TCI's shares in UK Living as part of a deal between the two companies[2][3] By 1996, Telewest's Flextech division gained full control, after buying out the now-defunct Thames and Cox Enterprises.

In a further change in 2007, the channel name reverted from LIVINGtv back to LIVING (still officially spelt all in capitals, though some media write the name in normal case).

[12] As part of an attempt to appeal more to men, the channel's pink branding was replaced by a blue and silver logo in September 2013.

A unique aspect was the repeats of programmes such as Kilroy, Good Morning with Anne and Nick, and Floyd, which were all shown within a week of being transmitted on mainstream television.

Past successes include Americas Next Top Model, Charmed, Will & Grace, Queer Eye for the Straight Guy, Miss Match, The Golden Girls, Joan of Arcadia, CSI: Crime Scene Investigation, CSI: Miami, Just Shoot Me!, Boston Legal, Criminal Minds, Blindspot, Grey's Anatomy, Ghost Whisperer, The L Word, Men in Trees and the Australian comedy Kath & Kim.

In 2008, the channel also debuted the first seasons of Army Wives, Lipstick Jungle, Private Practice, and Viva Laughlin.

Brian Dowling was put forward as one of the public figures to represent the channel – by presenting programming including Celebrity Extra, Trolley Dollies, and a spin-off to I'm Famous and Frightened!.

38 hours of programming from six of the channel's shows; Extreme: Skinny Celebrities, Dirty Dancing, Living with the Cheeky Girls, Ibiza 2008 and Most Haunted were available from launch.

[20] The channel's on-demand offering was revamped during Autumn 2009 as Living Player on Virgin Media.

[21] Living Player offered dedicated seven-day catch-up on shows such as Ghost Whisperer and Grey's Anatomy, as well as hours of archive content previously shown on the channel.