Even though the Open Championship is over, UK viewers can expect quite a bit more HD sports coming their way. On Virgin, the Sky Sports HD1 and Sky sports HD2 channels will be available starting August 2, at an extra cost of £7 a month over the standard def sports package (Sky 1 HD and Sky Arts HD are also arriving, at no extra charge. That's not all however, as Sky is taking its Sky Sports News network to the next level with an HD version so you can catch those Premier League and other highlights as they were meant to be seen starting August 23.


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Virgin Media Shows Its Competitors the Red Card
Rivals sidelined as Sky Sports HD debuts on Virgin Media for the first time

LONDON, Jul 20, 2010 (BUSINESS WIRE) -- --Save over GBP 144 a year compared to Sky

Virgin Media today announced the addition of Sky Sports HD1 and Sky Sports HD2 for the very first time to its rapidly growing line-up of HD channels, bringing its customers the best of sport in crystal clear high definition. Featuring Premier League Football, Cricket and Rugby Union amongst a wide range of other popular sports, Sky Sports HD1 and HD2 will join ESPN HD, EuroSport HD, BBC HD and ITV1 HD giving Virgin Media customers a diverse and compelling range of HD sports to enjoy.

The new Sky Sports HD channels will be available from August 2nd and will cost just GBP 7 per month on any TV package when subscribing to Sky Sports in standard definition. The optional HD subscription covers all available HD versions of subscribed Sky Premiums including Sky Sports HD1 and HD2 and ten Sky Movies HD channels, though high definition versions of standard channels (such as BBC, ITV1, FX, Eurosport and SyFy) remain free of additional subscription costs, giving customers a simple upgrade path to take advantage of HD content as they choose.

The addition of Sky Sports HD1 and HD2 follows Virgin Media's deal with Sky to bring its customers a wide range of new HD channels and Red Button interactive services*. The deal also adds Sky 1HD, Sky Arts HD** and Sky Movies HD channels for the very first time, which will take the total number of HD channels on Virgin Media to 30.

Cindy Rose, executive director of digital entertainment said: "As the new home of HD telly, we're delighted to bring our customers Sky Sports in HD at incredibly competitive rates. With the rapid growth of HD content, customers are demanding more and more from their TV service, and with our growing range of HD channels and on demand content in HD, Virgin Media is the best place for the whole families' entertainment needs."

To capitalise on the new football season, Virgin Media will be launching an extensive marketing campaign which kicks-off from today. Focusing on the 'perfect packages' suitable for different audiences for footy such as fans, followers or absolute fanatics, the ads will bring to life Virgin Media's bundle savings and flexible options through a range of broadcast, print, outdoor and online media, as well as innovative social media activity.

For further information on Sky Sports HD on Virgin Media, please visit www.virginmedia.com/skyhd.

Notes

All Virgin Media's HD channels are available to all customers with an HD ready TV with either a V HD or V+ HD set top box enabled for HD. * Details of Red Button interactive services from Sky will be announced in due course. ** Timing for Sky 1HD and other Sky Basic channel launches in HD will be confirmed in due course

Basic HD Channels (available for no extra monthly fee)

M: BBC HD, ITV1 HD, 4 HD, FIVE HD
M+: add Film 4HD
XL: add ESPN HD, FX HD, MTV Networks HD, National Geographic HD
LIVING HD, E4 HD, SyFy HD, Discovery HD, Eurosport HD