Virgin Media adds Sky Anytime to on-demand platform

Virgin Media is adding thousands of hours of content from rival operator BSkyB to its TV On Demand platform.

The cable operator has signed a deal with Sky that will see the Sky Anytime VOD service integrated into its own on-demand platform, increasing the amount of on-demand content available to Virgin’s customers by a third to over 6,500 hours.

Sky Anytime on Virgin Media has already started rolling out, initially for customers on Virgin Media’s top XL TV tier who have access to popular shows including Glee, Steven Spielberg’s Terra Nova and more series from Sky1, Sky Living, Sky Arts and Sky News. Virgin Media TV customers subscribed to the Sky Movies Collection will be able to access up to 500 titles from Sky Anytime as well as over 500 movies made available through FilmFlex, PictureBox and Virgin Media Player.

From early 2012 selected programmes from these channels will also be made available to M+ TV and higher tier customers. A range of On Demand content from Sky’s channels will also be made available in the coming weeks online through the Virgin Media Player service.

Cindy Rose, executive director of digital entertainment at Virgin Media, said: “The addition of Sky Anytime on Virgin Media forms part of our ongoing commitment to developing a compelling and complete digital entertainment service. With a growing On Demand library designed to offer range and depth, all delivered instantly, customers now have even more flexibility to enjoy whatever they want, whenever they want it.”