Virgin expands on demand content

Virgin Media has added content from National Geographic and Discovery to its digital cable video on demand service.

Video on demand has been a focal point of Virgin's television development efforts in recent months and the new content amounts to over 80 hours of science, nature and lifestyle programming.

"We're thrilled to be expanding our on demand service with this exciting new content from Discovery and National Geographic Channels," said Virgin Media's chief executive officer of content Malcolm Wall. "We take pride in catering for an incredibly diverse audience, and along with our movies, kids entertainment and drama, we're delighted to be widening the appeal of our on-demand offering with these great new shows."

Programming from National Geographic was added last week. Stephanie Holm, head of operations at National Geographic Channels, said: "We are looking forward to Virgin's success in this inspiring endeavour. The way people are consuming content is rapidly changing, and we are delighted to be part of the continued evolution of distributing fantastic content on great platforms."

Programming from Discovery is in the process of being added to Virgin's on demand system.