ITV has reached an agreement with Virgin Media to continue to make its channels available to the company’s 4 million TV customers for the next three years.
The deal, which ends more than a year of discussions that were acrimonious at times, comes after ITV delivered an ultimatum to Virgin Media to reach a deal this week or potentially face a blackout of shows such as Love Island and Coronation Street.
Carolyn McCall, ITV’s chief executive, said: “This exciting new commercial partnership has many benefits for both our businesses and for consumers. We are therefore pleased to be extending and enhancing our long-term relationship with Virgin Media.”
Virgin subscribers will be able to access all ITV channels – ITV, ITV2, ITV3 and ITV4, as well as their plus one-hour variants – and get expanded on-demand rights.
The deal, which involves Virgin paying an undisclosed sum, includes an agreement to increase the advertising and marketing of ITV programming on Virgin Media.
Tom Mockridge, the Virgin Media chief executive, said: “This is the start of a positive new chapter for ITV and Virgin Media, forging a deeper relationship. We are pleased to be extending our long-term partnership, bringing significant new benefits to both companies and our respective viewers and customers.”
Virgin Media and UKTV, which broadcasts 10 channels including Dave, Gold and Drama, remain at loggerheads over a carriage deal. These channels cannot currently be seen by Virgin Media customers.
