In an effort to adapt to the streaming age, Virgin Media Television (VMTV) has announced the launch of its revamped app, Virgin Media Play, set to make its debut in September. This new development will require existing Virgin Media Player users to update their apps on September 2nd, at which point VMTV will also introduce updated on-screen branding and the premiere of a new four-part series, Dead & Buried, a centrepiece of the broadcaster’s forthcoming season.
The previous Virgin player, pulling in 48 million streams in 2023 and already securing 39 million streams in 2024, was designed for a different era, according to Anthony Nilan, VMTV’s Director of Programming. He described it as prioritising catch-up content over streaming, a trend which will be reversed in the new app. To stay competitive, it is crucial the Virgin Media Play is as user-friendly as possible, to prevent viewers from seeking content elsewhere.
The app’s new design removes the need for viewers to wait for live programmes like Virgin’s ITV reality imports Love Island and Big Brother to become available for streaming. Despite an industry-wide shift toward streaming, the broadcaster, based in Ballymount, Dublin, and owned by telecoms consortium Virgin Media, a subsidiary of cable heavyweight Liberty Global, continues to see linear television growth, according to Mr Nilan.
The broadcaster’s upcoming autumn schedule features a blend of returning favourites and new shows. Lead by Dead & Buried, a revenge drama peppered with “light-hearted moments” penned by writer Colin Bateman, the line-up also includes returning presenter Lucy Kennedy’s latest series, Real Life with Lucy, which offers a candid view of contemporary issues concerning young people. Reality show Life Actually, helmed by Gogglebox Ireland’s Kite Entertainment, follows eight couples for a year as they tackle real-life events such as babies, mortgages, and weddings.
The ever-popular Gogglebox is back for its tenth season, while the second season of language dating series Grá ar an Trá will introduce a new group of singles eager to discover a shared love for the Irish language and, potentially, each other.
Mr Nilan expressed the continued growth and success of the breakfast show, Ireland AM, which is soon to commemorate its 25th anniversary. He also shared favourable remarks about Gogglebox, emphasising its excellent depiction of Irish culture, deeming it critical for the network. Furthermore, he categorised Dead & Buried as a quintessentially Virgin drama.
The possible renewal of Baz Ashmawy’s comedy-drama, Faithless, for a second season was suggested to be highly likely and is indicative of the type of content Virgin intends to produce – distinctively voiced programming is of high importance, according to Nilan.
He also discussed about forthcoming documentaries, that includes Borders & Lies, a feature unveiling the impact of social media in fuelling hate. Virgin Media News is offering a comprehensive analysis of University Hospital Lickmen in a spread titled ‘Ireland’s Most Dangerous Hospital’. The broadcaster also plans to air an exclusive on the accommodation crisis, entitled ‘Generation Rent’.