Virgin Media To Launch Dedicated 4K Channel; Picks Up UK Rights To ‘Shut Eye’, ‘Masters Of Sex’ & More

Virgin Media has announced plans to launch the UK’s first dedicated 4K channel, Virgin TV Ultra HD.

The channel, which launches on Monday September 17th on channel 999, will be exclusively available to Virgin TV Full House and VIP customers with a V6 set-top box. Full House and VIP customers without a 4K set can still watch Virgin TV Ultra HD as the picture will automatically adjust to HD quality.

Ahead of the launch, Virgin Media has agreed a wide-ranging deal with Sony Pictures Television for a number of U.S. scripted series from their distribution catalogue. They have picked up first run rights to Shut Eye and The Art Of More, neither of which has previously aired in the UK; and linear/repeat rights to House Of CardsMasters Of Sex and StartUp. Notably, Masters Of Sex was dropped by Channel 4 in 2016 and its final two seasons never aired in the UK.

Ian Stirling is set to be the ‘voice’ of the channel for its opening night next Monday. Alongside the aforementioned dramas, Virgin TV Ultra HD will feature concerts and documentaries. StartUp, which was previously made available in the UK via Amazon Prime Video, premieres Monday September 17th at 10pm; Shut Eye, starring Jeffrey Donovan, follows on Tuesday September 18th at 10pm; House Of Cards premieres on Wednesday September 19th at 10pm; The Art Of More launches on Thursday September 20th at 10pm; with Masters Of Sex debuting on Friday September 21st at 10pm.

“With the launch of Virgin TV Ultra HD we’re giving our customers the ultimate entertainment viewing experience with must-see shows in incredible, crystal-clear picture quality”, said David Bouchier, Virgin Media’s Chief Digital Entertainment Officer. “From epic dramas and stunning documentaries to the front row feeling of a rock concert, our customers will get closer to the action than ever before – with four times the picture quality of HD. It really is the next best thing to being there. We’ve shown some of this year’s biggest sporting events in Ultra HD, such as the Champions League and Wimbledon finals and we’re now giving entertainment the Ultra HD treatment. It’s all part of our ongoing investment to give our customers the best way to watch the best TV.”