Virgin Media is set to premiere content on its on-demand TV service

Virgin Media is set to air content via its on-demand TV service ahead of its scheduled broadcast on television.

The broadcaster wants to increase viewing choice for its on-demand platform in a bid to attract subscribers and drive traffic, as well as boost ad revenues, according to reports.

Virgin will offer customers a feature length episode from the new Nickelodeon series, Go Diego Go!, on its VoD platform ahead of its premiere on TV on November 15.

Children’s programmes have proved to be popular for the broadcaster, with Virgin Media claiming to have reached 2.5 million views in August alone.

Earlier this month, Virgin also kicked off a three-month ad trial on its VoD service, with ads from John Lewis, Royal Mail and Kellogg’s airing before shows.

Virgin’s move is thought to be the first time TV content has premiered on-demand ahead of linear broadcast.

Malcolm Wall, CEO of content at Virgin, said: “The way people watch TV is changing and our Go Diego Go! exclusive is a great example of how we’re continuing to give viewers something they can’t get elsewhere.”

Virgin Media: www.virginmedia.com