Virgin Media is considering changes to the video-on-demand service on its cable network to make it easier for customers to find and watch the content they want among its expanding library. The UK cable operator has an on-demand library of around 3,700 hours, offering films, television series, children's programmes and music videos on a pay-per-view and subscription basis. "We are absolutely looking at other ways to make content more accessible,'' said Kevin O'Neil, senior product manager for on-demand at Virgin Media. "I wouldn't say that programmes are hard to find at the moment, but we are looking at other ways of categorising programmes than there are now." Customers can already search for on-demand television series by broadcaster and genre, but O'Neil added: "Some content is obvious to find; if you go to Discovery you know what to expect, but you don't with the BBC." In October, there were more than 30 million viewings of Virgin Media's video-on-demand content, which O'Neil said was up from around 20 million at the start of the year. "Half the customer base is using VOD regularly and we will continue to push it," he said, adding that increasing reach was a "major priority". Efforts to date have focused on Virgin Central, the company's on-demand barker channel that launched in February and now offers seven drama, comedy and children's titles.
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