Some more details here on the IPTV offering, Stream
https://www.ispreview.co.uk/index.ph...-for-free.html
It uses modified software on 360 mini boxes and is only available to VM broadband customers - so presumably its a retention/upsell product. The package prices look a little expensive compared to Now TV, though again with it only being available to VM broadband customers, maybe they think customers are more likely to be loyal to the Virgin Media brand, or less likely to go elsewhere if only subscribing for a month or two.