Virgin Media launches HBO channel as part of VoD offering

by Mark Banham, Brand Republic 13-Feb-07, 11:40

LONDON - Virgin Media has signed a programming content deal with HBO, the makers of 'The Sopranos', 'Six Feet Under' and 'Entourage'.

The deal marks HBO's first entry as a full channel into the UK market place, under a stand-alone HBO branded destination.

At least 50 hours of premium programming will be available upon full rollout, through Virgin Media's TV-on-demand service.

Other programming on the channel will include 'Curb Your Enthusiasm' and Steven Spielberg's 'Band of Brothers' and 'From the Earth to the Moon'.

The HBO subscription service will be available as part of the standard monthly charge for Virgin Media customers taking the top 'XL' TV package.

Virgin Media has already agreed deals with Channel 4, The Walt Disney Company's Buena Vista International Television and Alliance Atlantis.

Ernie Cormier, chief commercial officer of Virgin Media, said: "We are making a serious investment in the range of on-demand programmes we offer and HBO has a reputation for producing some of the most original and entertaining shows of recent years.

"By shortly adding more than 600 hours of fantastic viewing to our library, we're putting our customers firmly in control of what they want to watch, when they want to watch it."

Simon Sutton, president for programming distribution and international at HBO, added: "HBO's programming has always done very well in the UK and the arrival of an HBO service has been long desired and anticipated.

"This opportunity enables us to raise our profile in the region, while providing viewers with a distinct HBO environment."

HBO has also signed a deal with new VoD service BT Vision for its content.