Virgin Media and Channel 4 have agreed a deal where the cable operator will offer High Definition (HD) content from Channel 4 via its on demand service. Subscribers will be able to view a selection of Channel 4 programming (in Standard as well as HD) up to seven days after original transmission free of charge.

With the option to broadcast Channel 4’s full blown HD channel, scheduled for launch this December, Virgin Media are planning to keep pace with Sky who are already committed to making the full complement of the terrestrial channel’s content available in HD to its subscribers.

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