Netflix Added to Virgin Media U.K. TV in Industry First
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Netflix’s subscription-video service will be offered on Virgin Media cable systems in the U.K., marking the first time the web-delivered service is integrated by a major pay-TV provider.
Virgin Media, purchased this year by John Malone’s Liberty Global, will begin testing Netflix with 40,000 customers who use TiVo set-top boxes, according to a statement. The feature, which requires a Netflix subscription, will be available this year to all 1.7 million of its TiVo users.
The agreement marks a breakthrough for Netflix, blurring the line between traditional pay-TV and so-called over-the-top services delivered through the web, such as Netflix and Amazon’s U.K.-based LoveFilm. Virgin Media customers will be able to search for Netflix shows on the same on-screen guide they use to hunt for pay-TV programs.
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