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Netflix Added to Virgin Media U.K. Pay TV in Industry First

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Netflix Inc.’s subscription-video service will be offered on Virgin Media cable systems in the U.K., marking the first time the Web-delivered product is integrated by a major pay-TV provider.

Virgin Media, purchased this year by John Malone’s Liberty Global Plc, will begin testing Netflix with 40,000 customers who use TiVo Inc. set-top boxes, according to a statement today. The feature, which requires a Netflix subscription, will be available this year to all 1.7 million of its TiVo users.