Virgin Media adds Sky Sports channels to its growing HD roster

Cable operator Virgin Media has today announced that it is adding Sky Sports HD1 and Sky Sports HD2 to its expanding list of HD channels. Anyone with HD-enabled kit will be able to enjoy high-resolution sporting coverage featuring Premier League football along with cricket, rugby union and a host of other fixtures from the sporting calendar. Sky Sports HD1 and HD2 sit alongside other current HD programming from the likes of ESPN HD, Euro Sport HD, BBC HD and ITV1 HD.

Availability of the Sky Sports HD channels commences from August 2nd and will cost £7 per month on any TV package when subscribing to Sky Sports in standard definition. The optional HD subscription will cover all available HD versions of subscribed Sky Premiums and that includes Sky Sports HD1 and HD2 plus ten Sky Movies HD channels. High-definition versions of standard channels like BBC, ITV1 and Eurosport remain free of any additional subscription costs. Customers can then follow a simple upgrade route to pick HD content as they so desire.

The announcement follows on from the recent Virgin Media deal with Sky to add extra HD channels and Red Button interactive services, details of which are expected to be announced in the near future. Once of all of the additional options have been instigated this will eventually take the total HD channel count on Virgin Media to 30.

Cindy Rose, executive director of digital entertainment said: “As the new home of HD telly, we’re delighted to bring our customers Sky Sports in HD at incredibly competitive rates. With the rapid growth of HD content, customers are demanding more and more from their TV service, and with our growing range of HD channels and on demand content in HD, Virgin Media is the best place for the whole families’ entertainment needs.”

With the new football season looming Virgin Media is also launching an extensive marketing campaign, which kicks-off today, with advertising homing in on the 'perfect packages' they have for audiences with wildly differing needs.