Cable TV operator Virgin Media has struck a deal with Channel 4 to offer a selection of C4 programming in high definition via Virgin's TV-on-demand service.

The deal also gives Virgin Media the option of carrying the soon-to-be-launched C4HD linear channel.

Malcolm Wall, Virgin Media's CEO for Content, says: "We are delighted to be adding Channel 4 to our growing line-up of high-definition programming."

Virgin Media customers can already catch up on Channel 4 shows free of charge for up to seven days after transmission, and watch the latest US dramas and comedies on a pay-per-view basis, via the 4oD service.

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