Virgin Media has announced that it is to make Channel 4's 4oD service available on its own on-demand service. Some of Channel 4's content is already available in high definition, downloaded from the 4oD service, even though Channel 4's full-blown high definition simulcast isn't due to launch until December.
Under the new deal, Virgin Media has the option to carry the full channel should it wish to. Malcolm Wall, VM's chief exec of content, said that he was delighted that they were adding Channel 4 content to their "growing lineup" of high definition programming.
VM's current on-demand library already includes high definition offerings from FilmFlex, the BBC, and the History Channel.
Head of VOD at Channel 4, Sarah Rose, said that the demand for high definition content is increasing, and that it's important for them to be meeting viewer demand wherever they can. She said that the amount of HD content in Channel 4's schedule would increase over time.
(Via Digital Spy)
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