Posted: Tue., Feb. 20, 2007, 6:29am PT

Virgin signs VOD deal with Warner

Content agreement covers 500 hours of television fare

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LONDON — Virgin Media, the rebranded U.K. cable service NTL, has struck a content deal with Warner Bros., which it claims is its biggest program supply deal to date.

The arrangement covers VOD rights to more than 500 hours of tried-and-tested U.S. fare.

"Nip/Tuck," "Friends," "The OC," "West Wing" and "ER" will be available to watch on-demand via new channel, Virgin Central, that bows Tuesday.

Steve Burch, president and CEO of Virgin Media, said: "This is a huge deal and our customers have a feast of entertainment to look forward to. Warner Bros. has many of the best U.S. shows available and this is our biggest content investment."

Deal, which includes provision for HD versions of the shows in the future, follows recent agreements between Virgin and Channel 4, Buena Vista and Alliance Atlantis.