Virgin Media has announced plans to provide Channel 4’s 4oD programmes via its own on demand service. Some of the 4oD content will be show in high definition format.
Although Channel 4’s high definition simulcast is not scheduled to launch until December, some of its content is already available in HD.
Virgin Media’s cable customers will be able to watch a selection of programmes from Channel 4, for up to seven days after transmission.
The deal gives Virgin Media the option to carry the new Channel 4 HD linear channel if it wishes to. This will launch in December.
Virgin Media already offers high definition content from FilmFlex, the BBC, and the History Channel.
The latest deal is in response to increasing viewer demand for high definition content.