Virgin Media 2006 Annual Report Download - page 14

Media “On Demand”. Our VoD service includes a large range of premium movies, music videos and TV programs and series on
demand. Sport and special pay−per−view events are also provided via our live event service. See “Video on Demand” below.
Our network technology enables us to deliver a significant range of digital interactive services over an ‘always on’ broadband
connection from a customer’s home to the network. Examples of interactive services provided include games, television email and
access to news, entertainment and information services from an on−screen menu. Interactive services also include enhanced television
functionality utilizing the “red button” applications from the BBC and other commercial broadcasters. “Red button” functionality in
the U.K. permits television viewers to press a red button on their remote control handset to receive additional interactive services
including multiple broadcasts. For example, in a Wimbledon or U.S. Open tennis broadcast, a customer can press the red button and
choose which match to watch.
Video on Demand
In 2006, we completed the roll out of our unique cable−only VoD service to our DTV serviced areas. As of December 31, 2006,
over 3.0 million existing customers were able to receive the VoD service.
Virgin Media “On Demand” is a significant enhancement to the existing DTV service, offering viewers’ choice over and above
scheduled programming without any requirement for new equipment, installation or additional subscription. The VoD service
provides access to thousands of hours of additional entertainment for all our DTV customers. It appears within the existing electronic
programming guide, and can be accessed and viewed at any time via the remote control. The service offers DVD−style features
including freeze frame, fast−forward and rewind. These features provide a customer with full control over the content and timing of
their television viewing.
There are three primary types of content available within Virgin Media On Demand, a portion of which is refreshed on a daily
basis. A selection of content is available to watch for free to all DTV customers irrespective of package size. This is primarily focused
within our ‘catch−up’ TV service which offers a selection of more than 70 hours of top broadcast TV shows from the previous seven
days for no additional charge. Additionally, all DTV customers have access to pay−per−transaction content including over 1,000 pay
per track music videos and 600 current and library movies provided by ‘FilmFlex’. New movies within this library are available on
VoD up to nine months before they appear on scheduled TV movie channels. Pay−per−transaction programs are available for 24 hours
after purchase and can be watched as many times as a customer wishes during that period for only one single charge. Finally, DTV
customers that subscribe to our Size XL Virgin TV package have additional access to a subscription VoD, or SVoD, package which
includes premium TV shows and music videos, all included within the price of their monthly subscription.
We have recently launched an innovative new kind of television channel called “Virgin Central”, which combines the simplicity of a traditional channel
with the choice and control of next generation TV−on−demand technology. The channel hosts a continuously refreshing showcase of blockbuster entertainment
around the clock. By pressing one button and using a simple on−screen guide, viewers have instant access to different episodes of the show they select. They can
then stop, rewind and pause − just like using a DVD player. Virgin Central includes free access to hit shows like The OC, Nip/Tuck, Little Britain, Criminal
Minds, Grey’s Anatomy, Spooks and West Wing. The content is updated regularly and, unlike a traditional TV channel, subscribers do not need to wait for
scheduled start times.
Digital Video Recorders and High Definition Television
We also offer one of the most advanced fully−supported digital video recorders, or DVRs, for a premium monthly rental option.
The Virgin Media DVR box, which is called the “V+ Box”, is available to our entire DTV customer base. The V+ Box has 160
Gigabytes of storage space (up to 80 hours of
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Source: VIRGIN MEDIA INVESTM, 10−K, March 01, 2007