The technology is a system and method for generating a virtual channel in an electronic program guide. Scheduling instructions, which are configured by a user, indicate content that should be presented for selection in the virtual channel. The scheduling instructions are executed in priority order. The virtual channel is populated with content descriptions based on the execution of the scheduling instructions. After the virtual channel is initially populated with content, broadcasting gaps in the virtual channel are identified. In one embodiment, each broadcasting gap is populated with other content based on a broadcast gap setting set by the user. In another embodiment, each broadcasting gap remains an empty schedule entry in the virtual channel. An electronic document associated with the virtual channel may be published to a third-party website so that other users may subscribe to the virtual channel.