Virgin Extends Contract With SeaChange Unit

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Virgin Media signed a new four-year contract SeaChange International's media services division, On Demand Group, to support the U.K. operator's video-on-demand service.

ODG has been providing content-management services for Virgin Media's TV On Demand service since its launch in February 2007, including rights management, editorial service management, promo production, and content operations including encoding, metadata generation and content preparation.

Virgin Media's 3.5 million digital TV subscribers watched more than 500 million on-demand programs last year, according to the operator.

The company last week released results of its three-month VOD ad-insertion trial, which found 54% of viewers were "positive" about on-demand ads.

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