FilmFlex and Virgin Media forge new deal

Virgin Media has reinvigorated its partnership with FilmFlex, resulting in a multi-year deal that will see the content provider develop and roll out new technology for Virgin Movies.

FilmFlex, a joint venture between The Walt Disney Company and Sony Entertainment, has powered Virgin’s film on demand service since its initial launch in a more primitive form back in 2005. The deal also means that the film on demand provider will secure and administrate  content for Virgin Movies.

Last year it appeared that Virgin Media was distancing itself from the film provider. In September 2012 Virgin Media dropped the FilmFlex branding from its film on demand service, rebranding it as Virgin Movies.

Virgin Media currently offers subscribers around 500 films to stream or download through their TiVo box – the new developments are expected to allow customers access to the library from the cloud-based Virgin TV Anywhere app.

Along with Virgin Movies, FilmFlex also handles content distribution for HMV on Demand and Film4oD.