The cable broadcaster, Virgin Media, is looking to increase the amount of high definition programmes being offered to its customers over the next few months or so.
Currently the only HD offering on Virgin Media is from the BBC, although there are dozens of HD films available on the broadcaster’s on demand service.
The broadcaster has said that it is more interested in providing HD shows than carrying linear channels.
The development of the on demand services has proved to be a great success story for all broadcasters and could provide the baseline for future programming.
HD TV is a growing market now and any broadcaster who fails to recognise this is taking a chance on their customer’s loyalty, especially when there is so much competition in the sector.