Just had a memo this is not Sky Atlantic coming to VM BTW so don't get excited. Anyway the memo is "coming soon watch all your favourite HBO content on demand on Virgin Media and other providers."
To me this is just adding more fuel to the Nowtv app that is rumoured to be coming to VM this year.
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VUTV is now fully up and running.
http://www.vutv.com/how-vutv-works/ a good idea imo for those who don't want Sky or vm etc but would like a few extra channels.