Virgin and Universal sitting in a tree,
k-i-s-s-i-n-g.
First comes music,
then comes movies,
then comes….actually I can’t think of anything to rhyme with movies but you get the point.

After the announcement earlier this month that Virgin and Universal are to join forces to offer a DRM-free music download service it seems you can’t keep the two media giants apart.

Virgin have today announced that they are to offer Universal’s Picturebox service to their 3.6million TV subscribers.

The service, which is already available to BT Vision and TopUp TV customers, will cost a fiver a month and will give subscribers access to around 28 films a month – with seven new ones being put up every Friday. The majority of these should be available in HD too.

Virgin seems to be aggressively targeting the on-demand generation with their latest announcements. They have realised that, amongst other things, the internet and new technology have brought with them a culture whereby users want their content instantly and they want it when it fits their schedule. Well done Virgin I say, well done indeed.

If Virgin’s Picturebox service is enough to tempt you in to a subscription then sign up here.