Virgin Media is to roll out updates to its existing set-top boxes as it looks to reinvigorate its pay-TV offering.
The entertainment provider has lagged behind Sky and BT when it comes to its subscription TV service, with much of its recent investment coming in the form of improvements to its fibre broadband service.
Now the company is taking steps to improve its TV offering for new and existing customers, beginning, the Daily Telegraph reports, with user interface updates that will begin rolling out this week.
The change will bring a slicker, image-focused menu system to existing set-top boxes and Chief Digital Entertainment officer at Virgin Media David Bouchier admits upgrades are long overdue.
Mr Bouchier explained the changes should make it easier for customers to find content they want to watch, something that has been difficult in the past due to Virgin Media's more open approach compared to the likes of Sky.
"In movies we have all of Sky, plus other a la carte services like Curzon and the BFI. We take Sky’s position as our starting point then add to it," he noted, adding Sky is very much a "walled garden" that sees other services as a threat rather than an opportunity.
Further updates are also on the way that bring more than just a revamped menu system. Over the coming year Virgin Media will bring a new feature called Series Link Plus to its Tivo boxes. This will allow customers not only to record all episodes of a show, but also add to their personalised library using content from other sources, such as Netflix.
Its biggest change will come towards the end of the year, when the company will roll out a new set-top box designed to compete with Sky Q. Launched earlier this year, Sky Q supports 4K video and also allows customers to pause and resume television on different devices, a feature Sky calls Fluid Viewing.