UK-based cable multi-system operator (MSO) Virgin Media has signed a deal to offer the Netflix's subscription-video service to its Tivo set-top box subscribers in the country.
Under the deal, the MSO will start testing Netflix with 40,000 TiVo set-top box customers and plans to introduce the services to its 1.7 million TiVo users by end of 2013.
The move is expected to allow Virgin Media to shift from the current traditional pay-TV service and offer broader range of content through the Web.
Virgin Media chief operating officer Dana Strong said, "Netflix is a fabulous addition to Virgin Media TiVo, enabling our customers to enjoy even more of their favourite shows and movies simply and easily - all through their TV set-top box and at outstanding value."
Netflix global business development head Bill Holmes said, "The UK has given Netflix a fantastic welcome and we're excited to be partnering with Virgin Media to bring an amazing Netflix experience to Virgin Media customers."
Netflix is a subscription based service that will be tested by Virgin Media as part of a bundled service and will be made available in the Apps & Games section of TiVo.