Channel 4 HD Joins Virgin Media Lineup

LONDON: Channel 4’s high-definition service is set to join Virgin Media’s HD offering, which today added FX HD, MTVNHD and National Geographic HD to its lineup.

4HD, delivering programming like Skins, Shameless and Desperate Housewives in high-definition, will launch on the service soon, as will LIVING HD. Virgin Media’s HD lineup also includes BBC HD, with ESPN HD launching August 3.

Announcing the deal, Mark Schweitzer, the chief commercial officer at Virgin Media, said: "Channel 4 is home to some of the U.K.’s most talked about and innovative TV programs with a great mix of fantastic home-grown shows and top imports, and we’re delighted to be bringing them in HD to our customers. We continue to evolve our TV service, across linear TV channels and on demand content, and our growing HD line-up offers a great choice from some of the best U.K. and U.S. TV series, documentaries, comedy, sport and music."

Sarah Rose, the head of channel development at Channel 4, added: "We want our viewers to be able to watch their favorite Channel 4 programs in the format they want and across multiple platforms so we’re delighted to be launching 4HD on Virgin Media. Our catch-up service, 4oD, has been a great success on Virgin Media’s TV platform and, as we continue to invest in HD production, we’re bringing more Channel 4 programs to more viewers in HD."

4HD is a simulcast of the core Channel 4 schedule with a portion of programs produced and transmitted in the HD format. Channel 4 says it is committed to increasing its investment in HD production and the number of hours transmitted in high definition over time. The channel will be available to all of Virgin Media’s TV customers at no extra cost, alongside the BBC HD channel. Virgin Media will make its full range of HD channels available at no extra cost to its XL TV customers. The platform also says it is in active talks with UKTV about Good Food HD.