Virgin secures tie-up with Netflix

Virgin Media is bolstering its attack on pay TV rivals in the UK by linking up with Netflix, the movie- and TV-on-demand service, which will be available on the TiVo set-top box.
Initially being tested in 40,000 homes, the plan is to roll out the service to Virgin’s 1.7 million TiVo customers.
The media giant is working hard to convert its other 2.3 million customers to the advanced set-top box, which already offers more than 100 channels, as well as movies-on-demand and catch-up services.
An ongoing direct marketing campaign to promote the TiVo, which includes direct mail, digital and door-drop activity, is being handled by Rapp.
The partnership will in one fell swoop double Netflix’s UK penetration. It currently has about 2 million customers signed up to use the service on online devices, such as laptops and tablet computers, and offers TV shows such as Breaking Bad and House of Cards as well as movies.
It is the second deal in a month for Virgin Media, after the company struck a £200m-plus agreement with BT Sport to offer coverage of Premier League football, among other sports, for both its ‘VIP’ and ‘Premier’ packages.
Virgin Media’s chief operating officer Dana Strong said the move will greatly expand its appeal for customers who prefer that big screen experience.
“Netflix is a fabulous addition to Virgin Media TiVo, enabling our customers to enjoy even more of their favourite shows and movies simply and easily, all through their TV set-top box and at outstanding value,” she said.

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