Virgin Media has launched a digital TV service for consumers living in non-cabled areas.
The company is looking to expand the availability of its quad-play offerings of broadband, phone, mobile and TV services beyond its cable network.
Virgin Media's service comes in the form of a new set-top box that offers the full range of digital terrestrial television services, including over 40 free-to-air TV channels, 25 digital radio stations and an eight-day on-screen TV guide.
The set-top box is about the same size as a video tape and will be free to any new non-cable customers taking the firm's 8Mbps broadband and Talk Anytime phone bundle.
A one-off charge of £40 will apply for non-cable customers taking a broadband service on its own.
"The digital switchover is just around the corner and we can now offer consumers across the UK a simple and low-cost way of making the digital leap, even if they cannot get cable services," said Philip Snalune, managing director of non-cable at Virgin Media.
"This is just the first step and our aim is to offer more advanced TV services across the UK throughout 2008."
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