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Virgin Media Launches Three New Entertainment Channels

  //media-entertainment.news-articles.net/content/ .. a-launches-three-new-entertainment-channels.html
  Published in Media and Entertainment on Wednesday, February 4th 2026 at 19:52 GMT by Daily Record
      Locales: Scotland, England, UNITED KINGDOM

London, UK - February 5th, 2026 - Virgin Media has today announced the launch of three new channels - Paramount Channel, Paramount+ Extra, and MTV Rocks - significantly expanding its content roster and reinforcing its commitment to providing a comprehensive entertainment experience for its subscribers. The move comes amidst a fiercely competitive landscape in the UK's entertainment sector, with streaming services and traditional broadcasters alike vying for audience attention.

Available immediately to all Virgin Media subscribers, the additions cater to a broad range of tastes. The Paramount Channel aims to fill a gap for classic movie and series lovers, offering a curated selection of timeless favourites and popular titles. This channel is strategically positioned to appeal to viewers seeking familiar content and a nostalgic viewing experience, a demographic often underserved by the constant influx of new streaming releases.

Paramount+ Extra represents a deepening partnership between Virgin Media and Paramount Global. Beyond simply re-broadcasting content from the Paramount+ streaming service, this dedicated channel offers a wider, more accessible selection for those who may not be full subscribers to the streaming platform. This is a key tactic; it provides a 'taster' of the full Paramount+ catalogue, potentially driving conversions to the streaming service. Industry analysts predict that such 'channel-to-streaming' strategies will become increasingly prevalent as media companies attempt to bridge the gap between linear television and on-demand viewing.

The final addition, MTV Rocks, is a dedicated haven for rock music fans. In an era dominated by pop and hip-hop on mainstream music television, MTV Rocks carves out a niche for a loyal and dedicated audience. The channel promises a blend of music videos, documentaries, and concert footage, catering to both long-time rock enthusiasts and a new generation discovering the genre. This targeted programming demonstrates Virgin Media's understanding of diverse audience preferences.

David Eriksson, Head of Broadcast Partnerships at Virgin Media, stated, "We're always looking for ways to enhance our entertainment offering for our customers, and these new channels are a great addition to our lineup." While a standard soundbite, Eriksson's comment underscores a broader trend within Virgin Media: consistent investment in content and service improvements. Over the past two years, the company has rolled out significant upgrades to its broadband infrastructure, launched several exclusive on-demand content partnerships, and integrated new features into its set-top boxes.

Expanding on Virgin Media's Strategy:

The launch of these channels isn't an isolated event. It's a key component of Virgin Media's wider strategy to remain competitive in a rapidly evolving entertainment market. The company is facing increasing pressure from the likes of Sky, BT, and a plethora of streaming services - Netflix, Disney+, Amazon Prime Video, and others. Unlike some competitors who are focusing solely on streaming, Virgin Media is taking a hybrid approach, combining traditional linear television with on-demand services.

This approach offers several advantages. Linear channels provide scheduled programming and a sense of shared viewing experience, which appeals to many viewers. On-demand services offer flexibility and personalization. By offering both, Virgin Media aims to capture a wider audience segment. Furthermore, the company is leveraging its broadband infrastructure to deliver a seamless entertainment experience, offering high-speed internet and integrated services.

Looking Ahead:

Industry experts suggest Virgin Media will continue to invest in content and technology. Rumours are circulating about potential partnerships with other media companies, as well as the development of new, interactive features for its set-top boxes. The company is also expected to expand its on-demand library and offer more personalized recommendations to subscribers. The addition of these channels appears to be a testing ground for content aggregation, paving the way for more streamlined access to multiple streaming services through the Virgin Media platform.

The ultimate goal is to become a one-stop shop for entertainment, offering a diverse and compelling content offering that keeps subscribers engaged and loyal. The launch of Paramount Channel, Paramount+ Extra and MTV Rocks is a positive step in that direction, demonstrating Virgin Media's commitment to innovation and customer satisfaction.