Virgin Media has launched a beta version of its first online and mobile TV player. The Virgin Media Player embraces the multiscreen concept seen in the US through content from broadcasters including ITV, Living, Discovery, Disney, Cartoon Network and National Geographic.A new agreement with MTV Networks UK & Ireland adds a slate of MTV, Comedy Central and Nickelodeon shows that include South Park, Jersey Shore, Dora the Explorer, SpongeBob Squarepants and The Hills.
“MTV, Comedy Central and Nickelodeon already offer some hugely popular shows on our TV on demand platform so we’re delighted to be expanding our line-up across all three screens,” said Cindy Rose, executive director of digital entertainment at Virgin Media.
The beta trial will be available to Virgin Media’s XL TV customers that also have a broadband connection. It continues the cableco’s policy of placing extra value in its big basic package, for example subscribers also receive ESPN at no extra cost.
It also provides linkage with the fourth plank of Virgin’s quad player offer as mobile customers will be able to view an hour of Virgin Media Player content as free. Special mobile versions of content from MTV and Channel 4’s 4oD portal will be made available.
The service is being run by On Demand Group, which already provides input into Virgin Media’s existing VOD service, and has been pioneering the three-screens concept in Europe. Early advertisers on the service include Cadbury, Kellogg’s and its own FilmFlex.
An online music video and movies on demand service is already available from the cableco.
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