Rival U.K. Pay-TV Companies Sky And Virgin Media Ink Deal

Long-time U.K. pay-TV rivals and have signed a new multi-year partnership that expands on the existing collaboration between the two content providers.

From 2020, Sky's ultra HD linear channel and additional video-on-demand content will be added to the current package of Sky TV channels already available on the Virgin Media network.

As a result, Virgin Media customers will be able to access Sky Cinema Original films and live sports in UHD from next year, plus Sky original drama on demand.

NBCUniversal’s channels, including Universal, E! and SyFy, are also included in the new deal and, for the first time, Virgin Media customers will also be able to access Sky Cinema through the Virgin TV Go app.

Increased on-demand rights will also give Virgin Media customers enhanced access to Sky’s collection of films, shows and sports events.

“This expanded partnership with Sky really shows that, despite vigorous competition between us, we can join together to put viewers first," said Lutz Schüler, CEO of Virgin Media.

"This partnership shows what can be achieved when you put the customer first and is a great example of industry collaboration," added Stephen van Rooyen, Sky's CEO, U.K. and Ireland.

Ultimately the two rivals are likely coming together to try to stave off competition from OTT content providers such as and . Sky, best known for its satellite service in the U.K., is aware that loyalty to the dish is waning and so it is desperately trying to find new pipes for its content to travel along. It has launched its own OTT service in a bid to outsmart the competition and this deal secures a further outlet for its content.

While Virgin Media is also desperate to stop its subscribers cutting the cord. It will be hoping that Sky's additional content will help it in this mission.

Source: Forbes.com

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