updated 07:15 am EDT, Tue September 10, 2013
First time Netflix added to Pay-TV platform in United Kingdom
British cable operator Virgin Media is trialling Netflix on its set-top boxes. The pilot scheme will see the Netflix app being made available to use on 40,000 TiVo boxes across the United Kingdom, with customers able to use both the Netflix streaming service alongside Virgin Media's own on-demand movies and TV show offering.
The trial, which adds the Netflix app to the test user's Apps & Games section of their TiVo boxes, will need users to pay separately for Netflix itself, rather than being offered free usage or having it included in their monthly subscription. If successful, the app will be rolled out to all 1.7 million Virgin Media TiVo homes before the end of this year.
Netflix has been available in the UK for some time, via game consoles and mobile devices, with the Virgin Media TiVo deal being the first time it has appeared on a pay-TV service in the country. Depending on its success here, it is possible that other services, such as the Amazon-owned LoveFilm, will make its way to similar devices in the future.