Virgin Media has announced that it has struck a deal with US TV production house NBC, allowing Virgin Media users to access NBC shows from its on-demand video service.
The deal comes at a time when BSkyB is preparing to launch its own Anytime+ on-demand video service.
The race to secure on-demand video customers is set to be decided by the quality and quantity of the video content being offered by the service provider.
According to the deal, popular NBC shows such as Heroes, House, The Office (US) and 30 Rock will be available on Virgin Media's TV Choice from the 1st of December. The deal will also involve NNC content being available to Virgin Media's online and mobile services as well.
Cindy Rose, executive director of digital entertainment at Virgin Media said in a statement to tech news site TechRadar: “Our pioneering TV On Demand service continues to offer the greatest choice for all the family and we're delighted to bring our customers these great shows in HD from NBC Universal.”