Virgin Media is launching a new foray into 4K viewing that offers a host of tantalising content.
Dubbed the Virgin TV Ultra HD channel, broadcasts will show all programmes in a crisp 3840×2160 pixels.
Virgin Media is focusing on three main areas for the channel; dramas, concerts and documentaries.
The TV provider has labelled series Start Up featuring Martin Freeman and the hugely-popular House of Cards as compelling reasons to tune in.
The Virgin TV Ultra HD channel will be available completely free of charge to Virgin TV Full House and VIP customers with a V6 set-top box.
Other customers will have to upgrade to this tier in order to start watching free of any additional charges.
Broadcasting for the new score of programming starts today at 8.20pm.
However the channel will usually air from prime-time until the early hours of the next morning.
Virgin TV Full House and VIP customers without a 4K television do not need to worry though as the new channel will provide full support for lower-resolution monitors.
However, all content will be best viewed in a stunning 4K resolution.
Discussing the new channel, David Bouchier, Virgin Media’s Chief Digital Entertainment Officer, declared: “With the launch of Virgin TV Ultra HD we’re giving our customers the ultimate entertainment viewing experience with must-see shows in incredible, crystal-clear picture quality.
“From epic dramas and stunning documentaries to the front row feeling of a rock concert, our customers will get closer to the action than ever before – with four times the picture quality of HD. It really is the next best thing to being there.
“We’ve shown some of this year’s biggest sporting events in Ultra HD, such as the Champions League and Wimbledon finals and we’re now giving entertainment the Ultra HD treatment.
“It’s all part of our ongoing investment to give our customers the best way to watch the best TV.”
Virgin TV Ultra HD will be broadcast on channel 999 for all customers.
Televisions with a 4K resolution have become much more affordable in recent years and providers have started creating content that takes full advantage of the lavish technology.
In fact Virgin Media is not the only provider offering a range of 4K content.
Sky recently announced a score of new content coming to its customers in the highest fidelity possible.