Sorry to keep going on about Box Nation however here's something else I've found:
http://www.youtube.com/watch?v=Mlh2Vs_JVgc
It's footage from today's press conference to announce the launch of the channel.
1 minute 50 seconds through to 2 minutes 15 seconds confirms the launch of the channel, and that they will be making further announcements in due course regarding distribution, including with Virgin Media.
Can this be added to the coming soon list Media Boy?