Virgin Media O2 has introduced Tennis Channel to its television package at no additional charge for subscribers.
The broadcaster has expanded its collection of streaming services with round-the-clock access to live tennis action, athlete interviews and historic match footage.
The channel sits at position 542 and showcases prestigious competitions such as the Davis Cup, Billie Jean King Cup, ATP Challenger Tour and Ultimate Tennis Showdown.
Beyond live coverage, the service provides behind-the-scenes material including player interviews, documentary-style profiles, magazine programmes and an extensive library of memorable moments from tournaments including the Australian Open and US Open.
The addition brings Tennis Channel into Virgin Media’s roster of 40 streaming channels, which already features programming such as Tipping Point, Deal or No Deal and Great British Menu.
The channel has been added to the Electronic Programme Guide and forms part of the company’s broader strategy to grow its streaming portfolio as an alternative to conventional broadcast television.
Virgin Media O2 intends to keep expanding its streaming selection to offer viewers greater variety.
Access is restricted to Virgin TV360 and Flex subscribers.
Richard Vivian, Director of Programming and Value-Added Services at Virgin Media O2, stated that tennis maintains its appeal to global audiences and this fresh streaming option enables customers to engage with the sport through additional means.
He noted the channel operates continuously and comes at no extra expense, allowing Virgin TV viewers to access live tournaments and exclusive material alongside tennis content not available elsewhere.
Andy Reif, Senior Vice President International and Programming at Tennis Channel, expressed enthusiasm about delivering premium tennis coverage to UK audiences through this collaboration with Virgin Media O2.
He said this represents another step in Tennis Channel’s international expansion and demonstrates dedication to providing fans worldwide with top-quality tennis content.
The channel’s rights portfolio covers country-versus-country competitions including the United Cup, Davis Cup, Billie Jean King Cup and Hopman Cup.
Coverage also encompasses ATP and WTA grass court events held in Britain, including tournaments at Queen’s, Birmingham, Ilkley, Nottingham and Eastbourne.
The ATP Challenger Tour is represented with 35 events scheduled between January and November.
The Ultimate Tennis Showdown features four events located in Guadalajara, Nîmes, Hong Kong and London.
Virgin Media has previously enhanced its offerings for subscribers, having launched two new 24-hour channels in May this year.
These streaming channels, also referred to as FAST (Free Ad Supported Television), feature popular programmes including the comedy quiz show 8 out of 10 Cats on channel 250 with Jimmy Carr as presenter and the BBC game show Pointless on channel 251 hosted by Alexander Armstrong.