Virgin Media is to offer its customers a new reality TV service after striking a deal with US-based TV and media company NBCUniversal.

The Comcast subsidiary’s new hayu subscription on-demand service, which only features reality TV shows such as Keeping Up with the Kardashians, will be offered to Virgin’s customers.

Subscribers to the UK company’s TiVo service will get hayu at no extra cost from today, with other TV customers set to get access later this year.

hayu launched in the UK in March with £3.99 monthly subscription fee.

Virgin pointed to the SVoD service’s app, made especially for it by TiVo, which enables users to share content and features an associated news feed.

Hendrik McDermott, SVP, Branded On-Demand at NBCUniversal, said: “It is such an exciting milestone to team up with Virgin Media as our first ever TV platform partner, allowing hayu to reach an even wider audience of reality fans on the wide range of devices they use every day.

“As partners, we are delighted to unveil a bespoke hayu TiVo app to provide Virgin customers with tailored access to this unique and immersive SVOD service.” 

Virgin Media added a record 99,000 customers last year despite fierce competition in the TV space in particular.

The announcement follows an exclusive partnership it signed with Endemol Shine last month to offer TV show Kingdom to its customers.

David Bouchier, Chief Digital Entertainment Officer, Virgin Media added: “Our partnership with hayu brings our customers the biggest and best in reality programming across every screen at no extra cost. 

“With more than 3,000 episodes of the world’s most popular reality shows available on TiVo and through multiscreen apps, our customers can indulge their passion wherever they are with a new way of enjoying great TV – integrating social media and immersive TV shows into a single service making it the perfect fit for reality TV fans.”

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