London TV, a new channel dedicated to what to do and where to go in the capital, goes on air on Monday, broadcasting from a studio overlooking Tower Bridge.
The channel is based in the offices of Visit London (formerly the London Tourist Board) at More London, next to City Hall.
The first channel of its type anywhere in the world, London TV will provide bite-sized entertainment to inspire Londoners to explore their own city and help visitors to make the most of their stay.
Over half of Londoners admit they rarely go beyond the streets around where they live and work with a further third of Londoners putting this down to being overloaded with information and overwhelmed by the vast possibilities on their doorstep. One in three Londoners worry that they are not making the most of their spare time in the city.
"If you live in the capital, you often feel guilty that you're not making the most of everything the city has to offer," says Visit London chief executive David Campbell. "Now you don't even have to get off the sofa to get some inspirational ideas delivered straight to your living room. And you'll almost certainly learn something new about the city at the same time."
London TV will feature the latest on the culture, shopping, eating and days out, with news on events and special offers.
Inspiration will also be provided by locals and celebrities who will paint their own personal portraits of the capital by sharing insider tips, secret haunts and their most memorable London experiences. Viewers will also get a chance to see behind the scenes and meet some of the unsung heroes working in London's attractions, restaurants, theatres, bars and pubs.
London TV is funded by Visit London and produced by Enteraction TV. The channel will preview on Sky Digital channel 166 (3pm-9pm) from Monday 12 July. From September 2004, or possibly earlier, London TV will be broadcast 24 hours a day, 7 days a week.