BT Vision has scored a hit for its HD on-demand movie service, striking a deal with NBC Universal.
Subscribers to the IPTV service will now be able to watch a whole host of films from NBC Universal's library.
Contract holders with BT Vision will be able to watch the latest titles from £4.95, with movies from the back catalogue available at a cost of £2.95.
Viewers will be able to watch the films as many times as they wish through their set-top boxes over the 48-hour rental period.
Richard Broughton of Screen Digest voiced reservations as to the potential of the service: "While HD will be undoubtedly useful as a marketing tool, the main issue for BT will be in persuading consumers to actually buy the content. On a 2Mb connection, an HD film at 4.5Gb will take over five hours to download."