Virgin Media and Universal Pictures are teaming up to launch PictureBox, a movies-on-demand TV subscription service. From July, the PictureBox service will be available to Virgin Media’s 3.6 million TV subscribers for £5 (E5.87) per month, and will provide a selection of recent and library feature films.

Subscribers will be able to view films from a selection of 28 films at any given time, with seven new titles added to the line-up every Friday. PictureBox is wholly owned by Universal Pictures.

Virgin Media said that more than half of its 3.6 million TV customers are now regularly watching on-demand content.

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