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{{Infobox broadcasting network
|name           = Virgin TV
|image          = [[File:Virgin Media.png|200px]]
|type           = [[Pay TV]]
|country        = [[United Kingdom]]
|available      = [[Cable television]]
|founded        = March 2006<br>(February 2007 as ''Virgin TV'')
|slogan         = "An Exciting Place to Live"
|broadcast_area = United Kingdom 
|former_names   = NTL-Telewest
|website        = [http://store.virginmedia.com/digital-tv.html Official site]
}}

'''Virgin TV''' is a digital and analogue [[cable television]] service in the [[UK]], owned by [[Virgin Media]]. Its origins date from [[NTL Incorporated|NTL]] and [[Telewest]], two of the largest cable operators in the country which  merged on 6 March 2006. All services (including TV) were rebranded under the Virgin name in February 2007. Virgin TV is the largest cable television provider in the country.

Virgin TV ranks as the UK's second largest pay TV service. In 2007, it had 3.6m subscribers, compared to [[BSkyB]]'s 8.2m on [[Sky (UK and Ireland)|Sky]], as of Q3 2007.<ref name="Ofcom Update">[http://www.ofcom.org.uk/research/tv/reports/dtv/dtv_2007_q3/dtvq307.pdf The Communications Market: Digital Progress Report -Digital TV Q3 2007], [[Ofcom]]. Retrieved on 23 February 2008</ref> Virgin's digital cable television currently uses the [[Nagravision]] 3 [[conditional access system]].<ref name="Your new TV Smart Card">{{cite web |url=http://allyours.virginmedia.com/html/help/smartcard/|title=Your new TV Smartcard|publisher=Virgin Media|accessdate=16 October 2009}}</ref><ref name="Yorkshire smart card swap">{{cite web |url=http://www.digitalspy.co.uk/digitaltv/news/a183742/virgin-plans-yorkshire-smart-card-swap.html.html|title=Virgin plans Yorkshire smart card swap|publisher=Digital Spy|date=26 October 2009}}</ref>

{{As of|2007|alt= Currently}} 55% of UK households potentially have access to Virgin's network,<ref name="Telegraph">{{cite news | last = White | first = Dominic | title = Virgin media launch to cost £20m | publisher = The Daily Telegraph | date = 20 January 2007 | url = http://www.telegraph.co.uk/money/main.jhtml?xml=/money/2007/01/20/cnvirgin20.xml | accessdate = 1 February 2007 | location=London}}</ref> while anyone in the UK with a line-of-sight view of the [[SES Astra|Astra]] & [[Eurobird]] satellites at [[Astra 28.2°E|28.2° east]] has the ability to receive Sky's service.

==History==
As of 2008, Virgin Media functioned as a single company; however, it relied on its three existing infrastructures: the [[Langley, Slough|Langley]]-based NTL, [[Bromley]]-based Cable and Wireless and [[Knowsley (village)|Knowsley]]-based Telewest platforms. As part of the Next Generation Television network, the infrastructure was consolidated into a single super [[Cable television headend|headend]] at Langley in 2010, with Knowsley serving as a backup.

In May 2008, Virgin Media began their "long term" region-by-region [[Analog television|analogue television]] service switch off project, beginning with [[Coventry]] and [[Glasgow]].<ref name="AnalogueSwitchOff">{{cite web|url=http://www.digitalspy.co.uk/digitaltv/a95712/virgin-begins-analogue-cable-switch-off.html|title= Virgin begins analogue cable switch off|accessdate = 12 May 2008}}</ref><ref name="Analogue switch-off">{{cite web|url=http://www.cableforum.co.uk/board/101/33640854-analogue-tv-switch-off-schedule.html|title=Analogue TV switch-off schedule|publisher=Cable Forum|date=1 November 2008}}</ref> In areas where analogue transmission will be turned off but no digital replacement introduced customers will be offered Virgin's off-network services, with the company looking at developing a television-over-DSL service for areas outside its cable network. Analogue subscribers in areas where digital cable services are already available will be offered transfers to new packages. The firm signalled that it wants to use the capacity to provide faster broadband internet.

On 11 September 2009, [[Cisco Systems]] announced a deal to support Virgin Media's Internet Protocol TV distribution platform and upgrade its legacy digital TV infrastructure. Virgin Media deployed Cisco Digital Video Headend technology in all of its regional and central headends, across its national fibre optic network. The TV platform will be capable of delivering advanced services to more than 12.6&nbsp;million UK homes. The infrastructure helped Virgin Media to reduce operating expenses, support the rollout of new conditional-access security services, and accelerate the introduction of new standard and high-definition services.<ref name="Cisco Digital Video Headend">{{cite web |url=http://newsroom.cisco.com/dlls/2009/prod_091109.html|title=Virgin Media Upgrades Digital TV Platform With Cisco|publisher=Cisco|date=11 September 2009}}</ref> A Virgin Media spokesman later clarified that the plan "isn't quite announcing the 'launch of IPTV services'. The agreement with Cisco is to help enhance our existing TV platform, which broadcasts content over DVB-C and then our VoD service runs on IP."<ref name="Cisco Digital Video Headend2">{{cite web |url=http://www.lightreading.com/document.asp?doc_id=181664&site=cdn&f_src=lightreading_gnews|title=Virgin Taps Cisco for Video Upgrade|publisher=Cable Digital News|date=11 September 2009}}</ref>

On 24 November 2009, Virgin Media entered into a strategic partnership with [[TiVo]].<ref name="TiVo">{{cite web|url=http://tivo.mediaroom.com/index.php?s=43&item=419|title=Virgin Media Selects TiVo For Next Generation TV Platform|publisher=TiVo|date=24 November 2009}}</ref> Under the mutually exclusive agreement, TiVo developed a converged television and broadband interactive interface to power Virgin Media's next generation, high definition set-top boxes. The terms of the deal were not disclosed. TiVo became the exclusive provider of middleware and user interface software for Virgin Media's next generation set top boxes. Virgin Media became the exclusive distributor of TiVo services and technology in the United Kingdom.

Virgin Media will pay TiVo monthly fees, which commenced upon delivery of its first set-top box, which are guaranteed and increase over time.<ref name="TiVo2">{{cite web|url=http://paidcontent.co.uk/article/419-tivo-re-entering-uk-with-co-branded-virgin-media-box-in-2010/|title=TiVo Re-Entering UK With Co-Branded Virgin Media Box In 2010|publisher=''paidContent:UK''|date=25 November 2009}}</ref> The agreement has a multi-year term with additional limited renewal rights granted to Virgin. The agreement created a mutually exclusive distribution arrangement under which TiVo will develop software for DVR set top box platforms and non-DVR set-top boxes that will be deployed in the future by Virgin in the United Kingdom. Virgin Media will promote the product and has exclusive rights to use the TiVo brand and technology in the United Kingdom. As part of the agreement, Virgin Media and TiVo entered into a mutual covenant not to assert with regards to each party’s intellectual property. Investment bank [[Lazard Capital Markets]] estimated the hookup as a “$48&nbsp;million deal” for TiVo. Virgin Media is to maintain its current Liberate middleware provided by SeaChange International through until at least January 2011.<ref name="Liberate Jan 2011">{{cite web|url=http://www.broadbandtvnews.com/2009/06/05/virgin-extends-liberate-contract/|title=Virgin extends Liberate contract|publisher=Broadband TV News|date=5 June 2009}}</ref>

==Availability==

===Non-digital areas===
{{see also|Analogue television in the United Kingdom#Cable}}
The [[BT Group]] owned (but Virgin Media leased) [[Milton Keynes]] franchise remains analogue-only.<ref name="AnalogueSwitchOff" /> BT's [[Openreach]] division has selected Milton Keynes for a large scale fibre-to-the-premises trial (as opposed to fibre-to-the-cabinet in other parts of the UK). It remains to be seen what impact, if any, this will have on the viability of the Virgin Media leasing arrangement of the analogue HFC network there, which, uniquely, is believed to pass through BT infrastructure - not wholly VM's. The leasing arrangement dates back to 1999 and was mandated by the European Union in response to competition concerns surrounding BT's Cable TV interests in Milton Keynes and Westminster.<ref>{{cite web|url=http://www.thefreelibrary.com/NTL+Acquires+Key+Strategic+BT+Cable+Franchises+Total+Franchise+Grows...-a055180810 |title=NTL acquires key strategic BT cable franchises total franchise grows to 5.8&nbsp;million homes |publisher=Thefreelibrary.com |date=19 July 1999 |accessdate=22 August 2010}}</ref> Virgin Media completely withdrew its services in Westminster on 31 January 2012, after being unable to upgrade the network and deliver their digital services at a reasonable cost.<ref>{{cite web|url=http://www.ispreview.co.uk/story/2011/08/08/virgin-media-withdraws-cable-broadband-and-tv-services-from-westminster-uk.html |title=Virgin Media Withdraws Cable Broadband and TV Services from Westminster UK |publisher=ISPreview |date=8 August 2011 |accessdate=8 August 2011}}</ref> The Milton Keynes cable network, which has a significant number of users due to technical satellite and aerial reception issues down to local geography,<ref>{{cite web|url=http://www.ispreview.co.uk/story/2011/04/04/bt-and-virgin-media-dispute-holds-back-faster-broadband-and-tv-in-milton-keynes-uk.html |title=BT and Virgin Media Dispute Holds Back Faster Broadband and TV in Milton Keynes |publisher=ISPreview |date=4 April 2011 |accessdate=5 November 2011}}</ref> does not suffer the same 'conservation' area rules as the Borough of Westminster, and thus, has been spared for now.

During 2009 digital upgrade work began on the last Virgin Media owned analogue-only areas in Bolton, Slough and West London as well as parts of Leicester, Northern Ireland and Southampton, with most areas completed between 2010 and 2011. In these areas Virgin Media had only offered customers analogue cable television.

===Non-cabled areas===
For customers in non-cabled areas, Virgin Media offered a branded set-top box for the [[Freeview (UK)|Freeview]] digital terrestrial television service, called "Free TV", until December 2009 when it was discontinued.<ref name='Free TV'>{{cite web|url=http://digital-lifestyles.info/2007/04/02/virgin-media-launches-virgin-free-tv-for-non-cable-customers/|title=Virgin Media launches Virgin Free TV across the UK|accessdate = 30 January 2008}}</ref> The set-top box was free to any customer taking the Bundle One subscription package or for an addition fee to other customers, up to five additional set-top boxes were available per account.

The next phase of this service was to be a combined [[IPTV]] and digital terrestrial television service similar to [[BT Vision]] and [[TalkTalk TV]]. Virgin Media signed an agreement with Cable & Wireless to become the [[Local loop unbundling|unbundled local loop (LLU)]] network provider, providing access to 4&nbsp;million homes outside of the Virgin Media cable franchise network and would include linear pay broadcast channels and [[video on demand]]. This was originally scheduled to be released during 2008 but was delayed and scaled back as Virgin Media concentrated on improving its cable broadband proposition instead of focusing on competing with [[Sky (UK & Ireland)|Sky]] in the premium television market.<ref name='IPTV'>{{cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=968172&highlight=iptv|title= Virgin Media Reports Fourth Quarter 2006 Results|accessdate = 30 January 2008}}</ref><ref name='IPTV2'>{{cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1038015&highlight=iptv|title= Virgin Media Reports Second Quarter 2007 Results|accessdate = 30 January 2008}}</ref><ref name='IPTV3'>{{cite web|url=http://www.digitalspy.co.uk/digitaltv/a80716/virgin-media-to-delay-iptv-rollout.html|title= Virgin Media 'to delay IPTV rollout'|accessdate = 30 January 2008}}</ref> As of 2010, no further developments have been announced and the plans appear to have been abandoned.

==Products and services==
Virgin TV carries around 300 digital television and radio channels, including a mixture of subscription, premium subscription and pay-per-view channels.

===HD services and PVR===
{{See also|V+|TiVo}}

Telewest (one of Virgin Media's predecessors) became the first UK broadcaster to offer [[HDTV]], launching its service in December 2005; several months earlier than that of its chief competitor, [[Sky (UK & Ireland)|Sky]].<ref>{{cite web|author=1 December 2005 |url=http://www.broadcastnow.co.uk/news/multi-platform/news/telewest-beats-sky-to-hd-launch/1032894.article |title=Telewest beats Sky to HD launch |publisher=Broadcast |date=1 December 2005 |accessdate=22 August 2010}}</ref>  An HD-enabled set-top box is required to view HDTV.

Virgin TV branded its original [[High-definition television|high-definition (HD)]] Digital Video Recorder ([[Digital video recorder|PVR]]) service as ''[[V+]]''. The service uses a [[Digital video recorder|PVR]] set-top box, with three tuners and a 160&nbsp;[[Gigabyte|GB]] [[hard disk]] for up to 80 hours' recording. The presence of three tuners means that V+ can record two channels at the same time while viewers watch a third. This contrasts with most other PVR systems such as [[Sky+]], which supports only two tuners. In December 2010 a 1&nbsp;[[Terabyte|TB]] [[TiVo]] HD PVR from Cisco was released,<ref>{{cite web|url=http://www.digitalspy.co.uk/digitaltv/news/a290840/virgin-medias-tivo-platform-to-go-live.html|title=Virgin Media's TiVo platform to go live|publisher=Digital Spy|date=1 December 2010}}</ref> with a 500&nbsp;GB model released in May 2011.<ref>{{cite web|url=http://www.techradar.com/news/internet/virgin-media-to-offer-500mb-tivo-box-in-may-942026|title=Virgin Media to offer 500GB TiVo box in May|publisher=TechRadar|date=11 April 2011}}</ref> From late 2011, [[Samsung Electronics]] will join Cisco as a second supplier of TiVo STBs for Virgin Media.<ref>{{cite web|url=http://www.pocket-lint.com/news/41978/samsung-virgin-media-tivo-box|title=Samsung to build next wave of Virgin Media TiVo boxes|publisher=Pocket-lint|date=8 September 2011}}</ref>

Virgin also offer a Cisco ''V HD Box'', for a fixed upgrade fee from their standard set-top box with no additional monthly subscription fee.<ref name="V HD">{{cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1402632&highlight=|title=Virgin TV Customers to See the HD Clearer Picture for No Monthly Fee|publisher=Virgin Media|date=16 March 2010}}</ref>

====HD channels====
{{See also|List of HD channels in the UK}}

At the product launch of Telewest's [[V+|TVDrive]] on 1 December 2005, the only HD channels available were [[BBC HD]] and [[ITV HD]] trial channels. ITV HD was removed from the network after the completion of the trial on 30 November 2006. On 1 December 2007, BBC HD was transformed into a full service.<ref name="BBC HD">{{Cite web|url=http://www.bbc.co.uk/bbctrust/news/press_releases/2007/hdtv_final.html|title=BBC Trust approves proposals for a BBC HD channel|publisher=''BBC Trust''|date=2007-11-19}}</ref>

During 2009, Virgin launched [[Fox (UK and Ireland)|FX HD]],<ref name="3 HD July 09" /> [[MTV Live HD|MTVNHD]],<ref name="3 HD July 09" /> [[National Geographic Channel (UK)|National Geographic HD]],<ref name="3 HD July 09">{{Cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1313698&highlight=|title=Virgin Media and Channel 4 bring 4HD to millions of TV screens|publisher=''Virgin Media''|date=2009-07-29}}</ref> [[Channel 4|Channel 4 HD]],<ref name="C4HD">{{Cite web|url=http://www.digitalspy.co.uk/digitaltv/a168390/c4-hd-coming-to-virgin-media-tomorrow.html|title=C4 HD coming to Virgin Media tomorrow|publisher=''Digital Spy''|date=2009-07-30}}</ref> [[ESPN (UK)|ESPN HD]]<ref name="ESPN">{{Cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1313434&highlight=|title=Virgin Media and ESPN announce channel deal ahead of Premier League football season|publisher=''Virgin Media''|date=2009-07-29}}</ref> and [[Sky Living|Living HD]].<ref name="Living HD Launch Date">{{Cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1335485&highlight=|title=LIVING in HD with Virgin Media|publisher=''Virgin Media''|date=2009-09-25}}</ref> Living HD represented the first HD channel to be made exclusively available to Virgin TV.

In 2010, Media added [[E4 (TV channel)|E4 HD]],<ref name="Film4 E4 HD" /> [[Syfy (UK and Ireland)|Syfy HD]],<ref name="Sci Fi HD" /> [[Discovery HD]],<ref name="Discovery HD" /> [[Eurosport HD]],<ref name="Eurosport HD">{{Cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1382296&highlight=|title=Eurosport HD kicks off new round of HD channels on Virgin Media|publisher=''Virgin Media''|date=2010-02-03}}</ref> [[ITV HD]],<ref name="ITV1 HD">{{Cite web|url=http://www.itv.com/presscentre/pressreleases/programmepressreleases/itv1hdtolaunchinapril/default.html|title=New ITV1 HD channel available on Freesat, Freeview, Sky and Virgin|publisher=''ITV plc''|date=2010-03-12}}</ref><ref name="ITV1 HD2" /> [[STV (TV network)|STV HD]],<ref name="STV HD">{{Cite web|url=http://www.digitalspy.co.uk/digitaltv/news/a222947/stv-confirms-stv-hd-launch-plans.html|title=STV confirms STV HD launch plans|publisher=''Digital Spy''|date=2010-06-01}}</ref> [[Channel 5 (UK)|Channel 5 HD]],<ref name="Five HD">{{Cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1446758&highlight=|title=A Virgin Media high five for High Definition Five|publisher=''Virgin Media''|date=2010-07-13}}</ref> [[Film4|Film4 HD]],<ref name="Film4 E4 HD">{{Cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1399781&highlight=|title=Film4 HD To Launch Exclusively On Virgin Media|publisher=''Virgin Media''|date=2010-03-08}}</ref> ten [[Sky Movies]] HD channels,<ref name="Sky Movies Sports" /> [[Sky Sports]] HD1 and HD2,<ref name="Sky Movies Sports">{{Cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1449279&highlight=|title=Virgin Media Shows Its Competitors the Red Card|publisher=''Virgin Media''|date=20 July 2010-07-20}}</ref> [[Sky1|Sky1 HD]],<ref name="Sky1 HD">{{cite web|url=http://www.theairwaves.net/index.php/cable/4263-sky1-hd-to-launch-on-vm-on-friday|title=Sky1 HD to launch on VM on Friday|publisher=TheAirwaves|date=2010-09-28|archiveurl=http://web.archive.org/web/20110724100437/http://www.theairwaves.net/index.php/cable/4263-sky1-hd-to-launch-on-vm-on-friday|archivedate=2011-07-24}}</ref> [[Comedy Central (UK)|Comedy Central HD]],<ref name="Comedy Central HD">{{Cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1456823&highlight=|title=Comedy Central HD to launch on Virgin Media|publisher=Virgin Media|date=5 August 2010}}</ref> [[UTV|UTV HD]]<ref name="UTV HD">{{Cite web|url=http://www.digitalspy.co.uk/digitaltv/news/a280349/utv-hd-launches-on-virgin-media-ni.html|title=UTV HD launches on Virgin Media NI|publisher=''Digital Spy''|date=2010-10-05}}</ref> and [[BBC One|BBC One HD]].<ref name="BBC One HD">{{Cite web|url=http://www.bbc.co.uk/pressoffice/pressreleases/stories/2010/10_october/21/bbconehd.shtml|title=BBC One HD Channel to launch 3 November and EastEnders to go HD on Christmas Day|publisher=BBC|date=2010-10-21}}</ref> Both Film4 HD and UTV HD are exclusive to Virgin TV.

In 2011, Virgin Media added [[Sky Arts|Sky Arts 1 HD]] and 2 HD,<ref name="Sky Arts HD">{{cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1547598&highlight=|title=Virgin Media announces arrival of Sky Arts 1 HD & 2 HD|publisher=Virgin Media|date=2011-04-07}}</ref> [[Eurosport|Eurosport 3D]],<ref name="Eurosport 3D" /> Sky Movies Classics HD,<ref>{{cite web|url=http://wotsat.techradar.com/news/virgin-media-add-seven-uktv-channels-04-10-11|title=Virgin Media to add seven UKTV channels|publisher=What Satellite and Digital TV|date=2011-10-04}}</ref> [[Dave (TV channel)|Dave HD]] and [[Watch (TV channel)|Watch HD]].<ref>{{cite web|url=http://my.virginmedia.com/customer-news/articles/UKTVNew/|title=Virgin TV just got even bigger|publisher=Virgin Media|accessdate=4 October 2011}}</ref>

In 2012, Virgin Media added Eurosport 3D,<ref name="BBC Olympics Eurosport 3D" /> [[Alibi (TV channel)|Alibi HD]], British Eurosport HD,<ref name="British Eurosport HD">{{cite web|url=http://uk.eurosport.yahoo.com/news/british-eurosport-launches-hd-channels-100710591.html|title=British Eurosport launches HD channels|publisher=Yahoo! Eurosport UK|date=3 July 2012}}</ref> the BBC's 24 Olympic HD channels<ref name="BBC Olympics Eurosport 3D" /> and Channel 4's 3 Paralympic channels.<ref>{{cite web|url=http://www.radiotimes.com/news/2012-08-15/channel-4-to-offer-three-dedicated-paralympic-games-channels|title=Channel 4 to offer three dedicated Paralympic Games channels|publisher=Radio Times|date=15 August 2012}}</ref>

In 2013, Virgin Media added [[Cartoon Network (UK & Ireland)|Cartoon Network HD]], [[Turner Classic Movies (UK & Ireland)|TCM HD]],<ref>{{cite web|url=http://www.digitalspy.co.uk/media/news/a451653/tcm-and-cartoon-network-launch-in-hd-on-virgin-media.html|title=TCM and Cartoon Network launch in HD on Virgin Media|publisher=Digital Spy|date=17 January 2013}}</ref> [[Eurosport 2|British Eurosport 2 HD]], [[ITV2|ITV2 HD]], [[ITV3|ITV3 HD]], [[ITV4|ITV4 HD]],<ref>{{cite web|url=http://mediacentre.virginmedia.com/Stories/Virgin-Media-introduces-HDelightful-ITV-channels-245a.aspx |title=Virgin Media introduces HDelightful ITV channels |publisher=Virgin Media |date=2013-03-14 |accessdate=2013-04-30}}</ref> [[BBC Two|BBC Two HD]], [[TLC (UK and Ireland)|TLC HD]], [[NHK World|NHK World HD]], [[Animal Planet (UK TV channel)|Animal Planet HD]] and [[BBC Red Button|BBC Red Button HD]].

===On demand===
Virgin TV ranks as the UK's largest provider of on-demand content, with over 3&nbsp;million [[video on demand]] (VoD) customers and {{As of|2011|10|lc=y}} over 6,500 hours of programming.<ref>{{cite web|url=http://mediacentre.virginmedia.com/Stories/Sky-Anytime-on-Virgin-Media-rolls-out-on-TV-and-online-21da.aspx|title=Sky Anytime on Virgin Media rolls out on TV and online|publisher=Virgin Media|date=12 October 2011}}</ref>

The company {{As of|2007|alt=currently}} brands its VOD service as "On Demand". In contrast to the Sky Anytime system from [[Sky (UK & Ireland)|Sky]], Virgin Media offers a "true" VOD system, allowing customers to stream programmes whenever they want to watch them from servers at the customer's local [[Cable television headend|head end]]. As the broadcaster automatically stores content on Virgin Media servers, this removes the need to pre-record many programmes. Users can search through a large library of programmes (called "TV Choice") from [[content provider]]s including the [[BBC]], [[ITV]],<ref>{{cite web|url=http://www.cableforum.co.uk/article/418/virgin-media-adds-itv-player-to-its-video-on-demand-service |title=Virgin Media adds ITV Player to its Video-On-Demand service |publisher=Cable Forum |date= |accessdate=22 August 2010}}</ref> [[Channel 4]], [[Channel 5 (UK)|Channel 5]], [[Cartoon Network (UK & Ireland)|Cartoon Network]], [[Disney Channel (UK and Ireland)|Disney Channel]], [[Discovery Networks UK|Discovery Networks]], [[National Geographic Channel (UK)|National Geographic]], [[CBS Paramount Television|CBS Paramount]], [[Buena Vista (Walt Disney Company)|Buena Vista]], [[Alliance Atlantis]], [[Warner Bros.]], [[Viacom]] ([[MTV (UK and Ireland)|MTV]], [[Comedy Central (UK)|Comedy Central]], [[Nickelodeon (UK & Ireland)|Nickelodeon]]), [[Current TV]], [[BabyTV]], [[PictureBox Movies]], [[NBC Universal]] and [[BSkyB]]; and watch them when they want to. Subscribers to Virgin Media's premier television package, ''Size: XL'', have the content included in their subscription, while other customers can pay £5 per month for unlimited access, or can utilise pay-per-view. In addition, Virgin Media offers a "Catch-up" service, which includes a free 7-day "watch-again" feature for selected television programmes broadcast by the BBC, ITV, Channel 4 and Channel 5. The service also offers over 500 films (service-branded "[[FilmFlex]]"), and more than 8000 music-videos. On 12 July 2007 the music videos became free for all XL customers.<ref>[http://diginews.name/digital/virgin-media-free-music-on-demand Diginews.name] {{Dead link|date=October 2011}}</ref>

Additionally, it was revealed that {{As of|2008|lc=y}} one third of BBC television programmes viewed on its [[BBC iPlayer|iPlayer]] service are accessed through Virgin Media's On Demand service and that 50% of all Virgin Media customers "regularly" use On Demand services.<ref>{{cite web|author=Friday, 26 September 2008, 11:22 BST |url=http://www.digitalspy.co.uk/digitaltv/a131162/virgin-accounts-for-third-of-iplayer-viewing.html |title=Virgin 'accounts for third of iPlayer viewing' |publisher=Digital Spy |date=26 September 2008 |accessdate=22 August 2010}}</ref>

On 25 November 2009, Virgin Media added dynamic advertising using SeaChange International’s AdPulse system.<ref name="AdPulse">{{cite web |url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1359179&highlight=|title=Virgin Media rolls out on demand TV advertising|publisher=Virgin Media|date=25 November 2009}}</ref> Ads will appear in thirty second pre-roll and post-roll ads which will be matched to the programme being watched.

In January 2010, Virgin Media launched Virgin Media Music, offering over 3,500 videos to watch completely free.<ref>{{cite web |url=http://blogs.virginmedia.com/musiceditorblog/ents-music-user-feedback.html|title=Got some feedback for Virgin Media Music?|publisher=Virgin Media|date=15 January 2010}}</ref> Virgin Media confirmed it would be launching a rival to both the BBC iPlayer and [[Sky Player]] by the end of 2010, with subscribers accessing content both online and through their mobile devices.<ref>{{cite web |url=http://www.techradar.com/news/internet/virgin-media-to-launch-rival-to-sky-player-in-2010-679451|title=Virgin Media to launch rival to Sky Player in 2010|publisher=Tech Radar|date=25 March 2010}}</ref>

On 26 April 2010, Virgin Media announced the launch of its first online movies service: Virgin Media Online Movies.<ref>{{cite web |url=http://phoenix.corporate-ir.net/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1417528&highlight=|title=Virgin Media launches first online movies service|publisher=Virgin Media|date=26 April 2010}}</ref> All rentals will offer unlimited streamed views for 48 hours so viewers can pause, rewind and watch again, plus the film can be watched wherever the account holder logs on. Virgin Media Online Movies is powered by [[FilmFlex|FilmFlex Movies Ltd.]], the service is delivered over the web using [[Microsoft Silverlight]] and will initially present movies in standard definition.<ref>{{cite web |url=http://www.reghardware.co.uk/2010/04/26/virgin_to_offer_movie_streaming/|title=Virgin Media fires up movie streaming service|publisher=Reg Hardware|date=26 April 2010}}</ref> A HD version of the service is in testing, though there is no word on when it might become available.

On 29 July 2010, Virgin Media announced the beta launch of ''Virgin Media Player'', an online and mobile TV player. Hundreds of hours of content for the beta trial were made available from ITV plc, [[Living (UK TV channel)|Living]], [[Disney Channel (UK and Ireland)|Disney]], [[Cartoon Network (UK & Ireland)|Cartoon Network]], [[National Geographic Channel (UK)|National Geographic]], [[Discovery Channel (UK TV channel)|Discovery]] and [[MTV Networks Europe]].<ref>{{cite web |url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1453492&highlight=|title=Expands three-screen line-up with MTV Networks UK & Ireland agreement|publisher=Virgin Media|date=29 July 2010}}</ref> The beta trial is open to Virgin Media’s XL TV customers who also have a broadband connection with the company. Virgin Media brought more content to Virgin Media Player as the company built towards full launch later in the year. Virgin Mobile pay monthly customers are able to access an hour of Virgin Media Player every day, at no extra charge. Virgin Media Player on mobile launched with [[4oD]] content which was joined by MTV Snax, [[MTV Music]], [[Nickelodeon (UK & Ireland)|Nickelodeon]] and [[Comedy Central (UK)|Comedy Central]].

A full launch for Virgin Media Player happened in late October 2010 on both computers and mobiles, with the latter charging additional fees for each hour or part hour of access on an escalating price scale, and availability initially only over 3G not Wi-Fi.<ref>{{cite web|url=http://www.virginmedia.com/player/faqs.php#mobile|title=How do I watch Virgin Media Player on My Mobile?|publisher=Virgin Media|accessdate=28 October 2010}}</ref> A facility allowing customers to watch a programme on one device, pause it and then continue viewing from exactly the same point via another device expected to be added in mid-2011.<ref>{{cite web|url=http://www.theinquirer.net/inquirer/news/1733009/anytime-telly-2012|title=Anytime anywhere telly could be here by 2012|publisher=The Inquirer|date=14 September 2010}}</ref>

On 7 September 2012, Virgin Media announced the launch of Virgin TV Anywhere, a new service that will enable Virgin TV customers to watch live TV channels and on-demand content via the internet through their computer or [[iOS]] device, similar to [[Sky Go]].<ref>{{cite web|url=http://www.digitalspy.co.uk/tech/news/a404474/virgin-media-to-launch-tv-anywhere-streaming-service.html|title=Virgin Media to launch TV Anywhere streaming service|publisher=Digital Spy|date=7 September 2012}}</ref> The service was launched two months later on 7 November 2012, replacing Virgin Media Player.

====HD on demand====
At the product launch of Telewest's TVDrive on 1 December 2005, their Teleport service included a modest selection of on demand HD content including episodes of BBC nature documentaries [[Pride (2004 film)|Pride]], [[The Blue Planet]] and Wild Weather, pay-per-view episodes of [[Lost (TV series)|Lost]] and [[Desperate Housewives]] from [[Channel 4]], a small selection of documentaries from the History Channel, [[Metropolitan Opera Live in HD]]'s [[The Magic Flute]] and pay-per-view films from [[FilmFlex]].<ref name="TV Drive review">{{Cite web|url=http://www.techradar.com/reviews/audio-visual/digital-tv-receivers/telewest-tvdrive-128799/review?artc_pg=1|title=Telewest TV Drive review|publisher=''TechRadar''|date=2006-12-20}}</ref><ref name="TV Drive review3">{{Cite web|url=http://www.reghardware.co.uk/2006/03/13/telewest_tvdrive_reviewed/|title=Telewest TVDrive HDTV-enabled PVR|publisher=''Register Hardware''|date=2006-03-13}}</ref>

On 8 October 2007, Virgin Media announced that they had struck a deal with Channel 4 that enables them to offer a selection of Channel 4 programming in HD via their TV on demand service.<ref name="4oDHD">{{Cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1060314|title=Virgin Media lines up further HD entertainment|publisher=''Virgin Media''|date=2007-10-08}}</ref>

On 8 January 2009, it was announced that [[ITV Player]] would be added to Virgin Media's digital cable TV service.<ref name="ITV Player">{{Cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1241606&highlight=|title=Thousands of hours of ITV shows to be made available on demand by Virgin Media|publisher=''Virgin Media''|date=2009-01-08}}</ref> A selection of ITV’s High Definition programming was supposed to be made available on demand as part of the deal. 12 March 2010, it was announced that some of ITV HD's content will be available on demand via ITV Net Player on Virgin Media's TV platform.<ref name="ITV1 HD2">{{Cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1401852&highlight=|title=Watch the World Cup in HD with Virgin Media and ITV|publisher=''Virgin Media''|date=2010-03-12}}</ref>

On 16 April 2009, the BBC announced that they would offer HD content through [[BBC iPlayer]], with a Virgin Media spokesperson adding "We're working closely with the BBC to make this service available on our platform as soon as possible." <ref name="BBC iPlayer HD">{{Cite web|url=http://news.bbc.co.uk/1/hi/technology/8000556.stm|title=BBC iPlayer goes high definition|publisher=''BBC''|date=2009-04-16}}</ref><ref name="BBC iPlayer HD2">{{Cite web|url=http://www.techradar.com/news/internet/official-bbc-iplayer-goes-hd-592713|title=Official: BBC iPlayer goes HD|publisher=''Tech Radar''|date=2009-04-16}}</ref> HD content, including [[Robin Hood (2006 TV series)|Robin Hood]], [[Friday Night with Jonathan Ross]] and [[Later... with Jools Holland]], became available on 1 May 2009.<ref name="BBC iPlayer HD3">{{Cite web|url=http://www.bbc.co.uk/pressoffice/pressreleases/stories/2009/05_may/01/hd.shtml|title=HD content comes to BBC iPlayer on Virgin Media|publisher=''BBC''|date=2009-05-01}}</ref>

On 29 June 2009, Virgin Media announced that from July the [[PictureBox Movies|PictureBox]] movie service would be made available to Virgin Media’s 3.6 million TV subscribers providing a broad selection of 28 films at any given time, with seven new titles being added to the line-up each Friday. Most of the PictureBox films are available in HD and many will not yet have been seen on free-to-air television in the UK. It marks the PictureBox’s first UK platform to present films in HD.<ref name="Picturebox">{{Cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1302793&highlight=|title=Virgin Media And Universal Pictures Launch "Picturebox" Movies-On-Demand Service|publisher=''Virgin Media''|date=2009-06-29}}</ref>

On 17 September 2009, Virgin Media announced an agreement with [[The Walt Disney Company|Disney]], securing the rights for three TV channels ([[Disney Channel (UK and Ireland)|Disney Channel]], [[Disney XD (UK & Ireland)|Disney XD]] and [[Playhouse Disney (UK & Ireland)|Playhouse Disney]]), TV on demand content including HD programming and on demand content to be to made available online. The deal also includes the rights for Virgin Media to air Disney XD and on demand content from Disney XD via the mobile.<ref name="Disney three-screen">{{Cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1332849&highlight=|title=Virgin Media signs first three-screen deal |publisher=''Virgin Media''|date=2009-09-17}}</ref>

On 10 February 2010, Virgin announced that [[Discovery Networks]] would make HD on demand content available, such as [[Deadliest Catch]] and [[Miami Ink]], during Spring 2010 as part of a deal to add Discovery HD.<ref name="Discovery HD">{{Cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1385942&highlight=|title=Virgin Media customers to get Discovery HD channel and more HD programmes on demand|publisher=''Virgin Media''|date=2010-02-10}}</ref> On 15 March 2010, Virgin Media and [[NBC Universal Global Networks]] announced that they would also look to make HD content available on demand where possible, as part of the deal to add Sci Fi HD.<ref name="Sci Fi HD">{{Cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1402166&highlight=|title=SCI FI HD to be beamed up to Virgin TV viewers|publisher=''Virgin Media''|date=2010-03-15}}</ref>

On 5 August 2010, Virgin Media announced that popular Comedy Central HD programmes available on demand from 1 September 2010.<ref name="Comedy Central HD" /> [[HBO]] content such as ''[[The Sopranos]]'' were removed on 14 October 2010, following HBO's exclusive deal with Sky, which lead to the creation of [[Sky Atlantic]].

On 25 October 2010, Virgin Media announced a deal with [[NBC Universal Television Distribution]] for the video-on-demand rights in the UK to a broad selection of [[NBC Universal]] series.<ref name="TV Choice & More On Demand">{{Cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1486413&highlight=|title=Virgin Media Enters Agreement with NBC Universal International Television Distribution|publisher=''Virgin Media''|date=2010-10-25}}</ref> Under the terms of the agreement, these titles will be offered as new content across Virgin Media’s three entertainment platforms; TV, online and mobile. From 1 December, Virgin Media customers were able to access past seasons of shows such as ''[[House (TV series)|House]]'', ''[[Heroes (TV series)|Heroes]]'', ''[[The Office (U.S. TV series)|The Office]]'' and ''[[30 Rock]]'', in HD through TV On Demand.

On 11 November 2010, Virgin Media announced a multiscreen deal with [[Channel 5 (UK)|Channel Five]] to bring programming from all of Five’s linear TV channels to its TV, online and mobile video on demand platforms, with some shows also available in HD.<ref>{{cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1495095&highlight=|title=Catch-up with Demand Five on Virgin Media|publisher=''Virgin Media''|date=2010-11-11}}</ref>

The service has access to video on demand: current HD providers include [[BBC]], FilmFlex, Fox, [[History (UK TV channel)|History]], National Geographic Channel and PictureBox programming. Notable content includes ''[[Planet Earth (TV series)|Planet Earth]]'' and ''[[Dexter (TV series)|Dexter]]''.<ref name="TV Choice & More On Demand">{{Cite web|url=http://www.virginmedia.com/tvradio/ondemand/new-tvlist.php?nocatchup=1&hdonly=1&ob=channel&od=asc|title=TV Choice & More On Demand|publisher=''Virgin Media''|accessdate=2009-11-13}}</ref>

===3D===
All of Virgin Media's HD set-top boxes are [[3D television|3D]] compatible.

Virgin Media had displayed a V+ in their [[Oxford Street]] store using [[Polarized 3D glasses|polarised glasses]] and trialled over a private video on demand network using a HD stream interlaced with two pictures in 2009.<ref name="Eurosport HD" /><ref name="V+ 3D ready">{{Cite web|url=http://www.techradar.com/news/television/in-pictures-virgin-media-3d-tv-showcase-648000|title=In pictures: Virgin Media 3D TV showcase|publisher=''TechRadar''|date=2009-11-09}}</ref><ref name="V+ 3D ready2">{{Cite web|url=http://www.techradar.com/news/television/hdtv/virgin-media-s-3d-tv-tests-a-success--647971|title=Virgin Media's 3D TV tests 'a success'|publisher=''TechRadar''|date=2009-11-09}}</ref> In March 2010, during the [[Ideal Home Show]] at the [[Earls Court Exhibition Centre]], Virgin Media showcased a reel of 3D content - including sport and video games - as a taste of its plans for 3D television.<ref name="3DOD">{{Cite web|url=http://www.digitalspy.co.uk/digitaltv/news/a209948/virgin-media-outlines-3d-on-demand-plans.html|title=Virgin Media outlines 3D on-demand plans|publisher=''Digital Spy''|date=2010-03-22}}</ref> Virgin confirmed plans to start offering 3D content to subscribers via its on-demand platform rather than launching a static channel. The demo used [[Stereoscopy#Active|active glasses]] but Virgin Media said that its 3D service would also support [[Stereoscopy#Passive|passive glasses]].

On 28 September 2010, Virgin Media announced the launch of 3D Movies On Demand – the first commercially available 3D TV service in the UK.<ref name="V+ 3D launch">{{Cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1475277&highlight=|title=Virgin Media brings 3D TV to UK living rooms |publisher=''Virgin Media''|date=2010-09-28}}</ref> All Virgin Media TV customers, with either a V HD, V+ or TiVo box, 3D TV and glasses, are able to experience 3D Movies On Demand. The launch of 3D Movies On Demand, powered by [[FilmFlex]], initially featured ''[[StreetDance 3D]]'', ''[[Garfield's Pet Force|Garfield’s Pet Force 3D]]'', ''[[A Christmas Carol (2009 film)|A Christmas Carol 3D]]'', ''[[Step Up 3D]]'' and ''[[Despicable Me|Despicable Me 3D]]''. Virgin Media also announced an exclusive 3D TV partnership with [[Samsung Electronics]] which would see Samsung 3D TVs featured in Virgin Media stores as well as other joint 3D showcases and marketing opportunities.

Virgin Media also committed to investing in producing original 3D content. “We can confirm we’re looking at producing original content in 3D, it makes sense for us to look at things like live music with the Virgin Media [[V Festival]],” said Cindy Rose, executive director of digital entertainment at Virgin Media.<ref name="Produce 3D">{{Cite web|url=http://www.telegraph.co.uk/technology/news/8035420/Virgin-Media-to-produce-its-own-3D-TV-content.html|title=Virgin Media 'to produce its own 3D TV content'|publisher=''The Daily Telegraph''|date=2010-10-01}}</ref> Going on to explain that movies in 3D would remain available on a paid-for basis, but Virgin Media customers would be able to access other 3D content, such as TV shows, for free. She confirmed that the company has already secured the rights of a couple of TV programmes to be shown in 3D, but could not name them yet.

Between 22 May and 5 June 2011, [[Eurosport|Eurosport 3D]] was broadcast exclusively on Virgin Media for the [[2011 French Open]].<ref name="Eurosport 3D">{{cite web|url=http://pressoffice.virginmedia.com/phoenix.zhtml?c=205406&p=irol-newsArticle&ID=1563752&highlight=|title=Virgin Media loves all French Open Tennis in 3D Centre Court action from Eurosport exclusively live in 3D|publisher=''Virgin Media''|date=16 May 2011}}</ref> Selected 3D matches were also available on demand. The channel will return on 27 May 2012, to cover the [[2012 French Open]] and [[2012 Summer Olympics]].<ref name="BBC Olympics Eurosport 3D">{{cite web|url=http://mediacentre.virginmedia.com/Stories/BBC-and-Eurosport-bring-2012-Olympics-to-Virgin-Media-customers-239c.aspx|title=BBC and Eurosport bring 2012 Olympics to Virgin Media customers|publisher=Virgin Media|date=18 April 2012}}</ref>

==See also==
*[[Sky (UK & Ireland)]]
*[[BT Vision]]

==References==
{{reflist|3}}

{{Virgin Media}}
{{Media in the United Kingdom|television}}
{{CATV Europe}}

[[Category:Television in the United Kingdom]]
[[Category:Video on demand services]]
[[Category:Virgin Media]]