Some subscribers to Britain’s Virgin Media cable TV network will soon get direct access to a popular Internet-based movie streaming service.
On Monday, Virgin announced that 40,000 subscribers would participate in a tryout that delivers Netflix (NFLX) service though TiVo (TIVO) set-top boxes. In order to participate in the test, customers must already own a TiVo box and subscribe to Netflix, Bloomberg notes.
Investors liked the news, sending Netflix shares up more than 3% in Tuesday morning trading.
The trial marks the first that Netflix has been added to a pay-TV provider’s equipment. Subscribers will be able to search Netflix programming using Virgin’s usual show lists.
Liberty Global (LBTYA) acquired Virgin Media earlier this year.
While Netflix has long been available online and though gaming consoles, media streaming boxes and mobile devices, integrating it with a pay-TV provider’s set-top box is seen as establishing a new home beachhead for the media streaming company.