BT and Virgin Media have struck a supply deal which will allow the cable firm to offer its rival’s 4K UHD sports channel to TV customers.
The deal means Virgin Media customers with a Full House or VIP bundle who also have one of the firm’s new V6 set top boxes will get the channels at no extra cost.
BT Sport 4K UHD’s coverage includes UEFA Champions League & UEFA Europa League games, live Premier League matches and top-flight boxing.
David Bouchier, Chief Digital Entertainment Officer said: “Virgin TV is all about offering the best sporting action in one place. We’re now taking the experience one step further.
“We’re bringing our customers even closer to the action by showing top sporting events in the very best 4K Ultra HD picture quality.
“It’s the next best thing to actually being in the stadium – so the grass is quite literally getting greener for Virgin TV customers.”
Tony Singh, Content and Business Development Director, Consumer at BT said: “We are delighted to be building on our successful partnership with Virgin Media, extending our carriage deal and adding great new features like UHD.
“BT Sport was the first broadcaster in Europe to launch a live UHD sport channel and we are thrilled that Virgin customers will now be able to enjoy our best coverage of our best events.”
Virgin TV customers taking the Player or Mix bundles will be able to add all BT Sport channels, including 4K UHD, to their package for £18 per month.
Until today’s announcement, the channel was only available to BT’s own TV customers.
Analyst Paolo Pescatore told SEENIT the deal would help Virgin Media address the “lack of UHD 4K programming” which he noted “was one of the weakest areas of the TV service.”
“The great summer of live sport has raised the awareness of 4K and fans are starting demand more 4K content.”
He added: “Beyond the fans, this is great for BT Sport as well. And long overdue given the investment made in 4K.”