Virgin Media has today announced that it will add four new high-definition (HD) channels to its subscription-based TV service.
After months of speculation and a notable lack of HD channels on its premium V+HD package, the cable company has finally confirmed that high-def channels from FX, MTV, LIVING and National Geographic will soon be available - with the first channel scheduled to launch at the end of the month.
At present, Virgin Media's HD content consists largely of on-demand content, including catch-up services such as BBC iPlayer HD. The addition of four HD channels - showcasing programmes such as CSI, Grey's Anatomy and The Wire - will be welcomed by customers but also highlights the slow growth of HD programming.
Nearly three years after its launch late in 2006, Virgin Media's V+ service looks set to offer just a handful of HD. Virgin's main rival, Sky, meanwhile, has over 30 high-def channels available via its Sky+HD service.
Virgin has stated that its complete line-up of HD channels will be available free of charge to its XL TV customers. Commenting on the proposed growth of HD programming, Virgin Media CEO Neil Berkett had this to say:
As more homes become HD-ready, the launch of four new HD channels marks the next stage in the evolution of our pioneering TV service. Our line-up of HD channels and hugely popular on demand content is a unique and winning combination and we'll continue to bring more sport, films, entertainment and documentaries to our customers.
Looking ahead, Virgin Media has also revealed that it is currently in talks with UKTV in regards to the possibility of airing Good Food HD later this year.
