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Netflix, Virgin Media Strike Pay-TV Deal in U.K.

Pact marks first time streaming service will be part of cable-operator offering

Netflix will be available on cable set-top boxes for the first time, thanks to a new deal between Netflix and Virgin Media in the U.K.

Virgin subs who use TiVo-based set-top boxes will be able to access the Netflix app. Subscribers searching for content will be able to search for a title whether it is on a TV channel or the streaming service.

“Netflix is a fabulous addition to Virgin Media TiVo, enabling our customers to enjoy even more of their favorite shows and movies simply and easily — all through their TV set-top box and at outstanding value,” Virgin Media chief operating officer Dana Strong said in announcing the partnership.

The Netflix-Virgin tie-in will be rolled out immediately to a test group of 40,000 subs before expanding out to all 1.7 million Virgin subs who use TiVo service.

Virgin Media’s customers who are current Netflix members will be able to log in via the TiVo set-tops using their existing Netflix credentials and new members will be able to sign up for Netflix via the app. In the U.K., the Netflix streaming service is £5.99 per month.

Virgin Media was acquired earlier this year by Liberty Global.

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