itvplayerITV and Virgin Media have announce a deal to make ITV programmes available on demand to Virgin Media’s digital TV subscribers with ITV Player, ITV’s on demand catch up service.
The agreement will give ITV its largest ever potential on demand audience, with Virgin Media’s 3.5 million TV customers able to view over 40 hours of programming from ITV1, 2, 3 and 4 each week. Shows such as Coronation Street and Emmerdale will all be made available for seven days after being broadcast as part of Virgin Media’s free Catch up TV service.
Virgin Media’s viewers can also choose from 500 hours of ITV comedies, documentaries and dramas. A selection of ITV’s High Definition (HD) programming will also be available on demand.

In addition, Virgin Media TV subscribers will also be able to watch ITV content online.
Malcolm Wall, CEO of Content at Virgin Media, said: “ITV makes some of the country’s most loved TV programmes so we’re delighted to be able to offer so many of them to our customers. We already have the largest and best collection of entertainment available on demand and adding this vast amount of quality content will make our TV offering even more compelling.”
Ben McOwen Wilson, Director of Online at ITV, said: “Our ambition is make our content as widely available for audiences. We are thrilled to be announcing this deal with Virgin Media at a very exciting time for ITV. We know Virgin Media’s customers consume a lot of content on demand, and we are confident that with the massive appetite and growth of on demand content across our online sites during 2008 this deal will allow a new wave of viewers to enjoy our content; in a time when the way our audiences watch TV continues to transform.”

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By Expat