On-demand content (especially the free kind) is receiving more attention from both cablers and DBS firms who seemed to have at least temporally eased off on their respective PPV marketing. This week, Virgin Media in Britain added BBC HD content to the cabler's version of its BBC iPlayer. The free HD content will be fed compatibly using Virgin's "V+" receiver.
Katharine Burns Rivington, executive director of content acquisition at Virgin Media, said in a statement her firm is "looking forward to increasing our lineup of broadcast HD channels over the next few months, and combining the very best of HD and on-demand TV."
The majority of free HD content on Virgin is already supplied by the BBC and includes all British content. Virgin Media cable penetrates about half of the United Kingdom.
