Virgin Media O2 and UKTV have signed a fresh multi-year partnership deal that keeps channels like U&GOLD and U&alibi on the platform.
The agreement, announced today, also expands the availability of the U streaming service to nearly all Virgin TV homes.
This comes just a week after Virgin Media also added two new ad-supported streaming channels to its lineup, dedicated to science and sports.
What’s Included In The New U Deal?
The partnership ensures Virgin Media customers will continue to have access to UKTV’s premium pay channels, U&GOLD and U&alibi.
These channels host British programming like Only Fools and Horses, Dad’s Army, and The Vicar of Dibley alongside newer dramas including Murdoch Mysteries, Miss Scarlet, Hudson & Rex, and The Red King.
The upcoming series Neil and Martin’s Bon Voyage is also mentioned as part of the content lineup.
The most notable change is that UKTV’s streaming service – now just called “U” – will expand its reach significantly.
Currently only available to Virgin TV 360 and Stream box users, U will launch on Virgin TV V6 boxes this summer, bringing it to about 95% of Virgin Media TV homes.
The free-to-air channels – U&Dave, U&DRAMA, U&W, U&YESTERDAY and U&eden (which used to be a paid channel, but was added to Freeview last year) – will remain available throughout the partnership period.
The U Makeover: A Refresher
If you’re still calling it “UKTV Play” instead of “U,” you’re definitely not alone. UKTV underwent its major rebrand in July 2024, transforming its entire portfolio to the “U” brand.
This saw channels rebranded with the “U&” prefix – Dave became U&Dave, Drama became U&Drama, and so on. The UKTV Play streaming service simplified to just “U” (and yes, they somehow managed to get the u.co.uk domain).
The rebrand was meant to create a more unified brand experience. According to UKTV at the time, the move was designed to “address the previously disjointed nature of their offerings.”
UKTV claims significant growth since the change, with views to the U streaming service growing by over a third (34%) in 2024 and active users increasing by 21%.
They’ve also expanded their content library from 7,000 hours to over 9,000 hours.
Drama content has apparently been particularly successful, with shows like Whitstable Pearl, The Marlow Murder Club, The Chelsea Detective, Sister Boniface Mysteries, and Darby & Joan driving significant viewership.
U To Become Primary Platform For UKTV’s Free Content
An interesting detail is that U will become “the primary platform for Virgin TV customers to enjoy UKTV’s free-to-air on demand content.”
This suggests Virgin Media customers may need to use the U app rather than Virgin’s own interface to access UKTV’s catch-up content (or at least be gently pushed towards the app).
This mirrors similar moves we’ve seen from other broadcasters in recent years, who prefer viewers to use their own branded apps rather than third-party platforms.
The approach gives broadcasters more control over the viewing experience and the advertising revenue.
FAST Channel Success
The partnership announcement also highlights the growing importance of FAST (Free Ad-Supported Streaming Television) channels to both companies.
UKTV’s FAST channels – U&LAUGHS, U&Transport, U&Real Heroes, and U&The Past – which launched on Virgin Media platforms recently, offer curated selections of UKTV’s content.
Virgin Media O2 claims that viewers of its FAST channels now reach half a million every month across its portfolio. That’s quite a decent number for what is essentially repackaged content delivered in a traditional TV format.
New FAST Channels Join Virgin Media
Just last week, Virgin Media added two more FAST channels to its lineup:
- Wonder (Channel 238): Focusing on engineering, technology, and scientific exploration.
- Red Bull TV (Channel 556): Featuring action sports content including motorsport, biking, and snowboarding.
These join the existing FAST channels already available on Virgin Media, including Tipping Point and Deal or No Deal.
Earlier this year, in February, Virgin Media also added two reality TV-focused FAST channels:
- Hell’s Kitchen (Channel 233): Round-the-clock episodes of Gordon Ramsay shouting at aspiring chefs.
- Eggheads (Channel 253): Dedicated to the quiz show where amateur teams face Britain’s top quiz champions.
All these channels are available on Virgin TV 360, Stream, and V6 boxes, and can be found through the electronic programme guide or by using voice search.
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