Cable TV operator Virgin Media (opens in new tab) 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.
Technorati Tags: cable tv, Channel 4, HDTV, Virgin Media