Service will feature more than 450 films a week

U.K. paybox BSkyB is restructuring its movie service into genre-based channels.

As of April 4, the new-look Sky Movies will group its pics into categories such as comedy, drama, family, action/thriller, indies, classic and horror/sci-fi.

Web said the service, which will feature more than 450 films a week, will offer customers superior control and flexibility.

“The evolution of our film channels is driven by our customers,” said Sky Networks deputy managing director Sophie Turner Laing. “With these changes, viewers can enjoy even greater control over the films they want to watch.”

Starting in March, the broadcaster also will extend Sky Anytime, its Internet-based video-on-demand service, to its TV network, allowing subscribers to download pics to their set-top boxes.

BSkyB’s changes to its movie service may have been prompted by the aggressive marketing campaign unleashed in the past week by revamped cabler Virgin Media, formerly known as NTL.

This, however, is denied by BSkyB. “These changes have been planned over many months and are driven by customer research,” said company spokesperson Richard Turner, who stressed that the Sky Movies channels (apart from the HD services) are available in both cable and satellite homes.

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