Virgin, Viacom grow content deal

MTV UK’s reality show Geordie Shore

Liberty Global subsidiary Virgin Media has expanded its multi-year programming deal with Viacom in the UK and Ireland.

The partnership means Virgin Media customers will continue to receive MTV, Comedy Central and Nickelodeon as well as new channels such as Spike, alongside on-demand programming.

This includes titles such as Geordie Shore, Inside Amy Schumer, SpongeBob SquarePants and Paw Patrol.

Meanwhile, from November, Viacom-owned UK terrestrial Channel 5’s preschool programming block Milkshake will be added to Virgin Media’s existing selection of kids’ programmes.

Virgin Media customers will be the first in the UK to have access to four new mobile streaming apps – MTV Play, Nickelodeon Play, Nick Jr. Play and Comedy Central Play.

Arran Tindall, senior VP, commercial and content distribution, Viacom International Media Networks, said: “This deal gives Virgin Media’s customers even greater choice and control over what, when and where they watch the broad array of quality content that Viacom has to offer.”