Some Virgin Media Customers Will be Getting BT Sport TV in 4K at the End of This Month

By Tom Pritchard on at

Virgin Media and BT have just signed a new multi-year deal that will make BT Sport TV channels available in 4K to some Virgin customers. The deal is set to kick in on 30th July, at which point Virgin will offer the new 4K content to customers without them having to pay any more money. That's a pretty sweet deal, if you like ultra high definition sport and have the right subscription.

BT Sport channels are already available in HD for customers on the pricier plans, and it's been confirmed that anyone who already has BT Sport as part of their deal will also get the resolution boost at no extra cost. Assuming, of course, you have Virgin's 4K-compatible V6 box and a 4K-ready TV.

David Bouchier, VM Chief Digital Entertainment Officer, said:

“Virgin TV is all about offering the best sporting action in one place. We’re now taking the experience one step further. We’re bringing our customers even closer to the action by showing top sporting events in the very best 4K Ultra HD picture quality. It’s the next best thing to actually being in the stadium – so the grass is quite literally getting greener for Virgin TV customers.”

Tony Singh, BT’s Content and Business Development Director, said:

“We are delighted to be building on our successful partnership with Virgin Media, extending our carriage deal and adding great new features like UHD. BT Sport was the first broadcaster in Europe to launch a live UHD sport channel and we are thrilled that Virgin customers will now be able to enjoy our best coverage of our best events.”

There's no mention of HDR anywhere, but given the fact live 4K HDR broadcasting is still in various testing phases it's probably safe to assume that it's not going to be a regular feature. Even if BT Sport has dabbled with HDR in the past.

If you're a Virgin TV customer and you don't have BT Sport yet, you can add it to your Player or Mix bundles for an extra £18 a month - 4K included. That will also enable you to access the HD BT Sport channels when you're not at home via the Virgin Go App. [ISPreview]