Virgin Media customers who love cycling can now enjoy a whole TV channel dedicated to their passion.
BIKE caters for the five million Britons who cycle regularly and is aimed at everyone from those who pedal for fun, mountain bikers and commuters to triathletes and racers.
Available to Virgin Media TV customers on channel 552, highlights include live coverage of events such as BMX competitions and stage races such as the Giro d'Italia, the DH World Cup and the UCI Mountain Bike Cross Country.
This is complemented with original programmes and documentaries on every aspect of cycling. For example, The Greatest Climbs features two-time Giro d'Italia winner Paolo Savoldelli showing viewers some of the most famous climbs in the cycling world.
Meanwhile, A Racer's Dream offers an inside look at how a pro team prepares for the Mountain Bike World Championships, with access-all-areas coverage depicting all the hard work and suffering that comes in the build-up to this flagship event.
Commenting on the move, Chief Digital Entertainment Officer at Virgin Media David Bouchier said: "You can’t question the growth in cycling in recent years, and on our TV service it is all about people’s interests and passions, be it more mainstream media or specialist channels.
"We know there is a strong interest in sport from football to cycling so we’re delighted to bring BIKE to Virgin Media homes."
Richard Schofield, UK Marketing Director at BIKE, added that anyone who cycles will find something on the channel that appeals to them.
He added that 2016 is set to be a particularly exciting year both for BIKE and for cycling as a whole, since the Olympic Games in Rio are just around the corner and the UK is hoping to see more success in the sport this summer.