Telewest's movie-on-demand service, which rolled out to 21,000 digital TV subscribers in Bristol today, allows viewers to watch whatever films they want, when they want by using their existing set-top box and remote control.
NTL chose Glasgow to roll out its video-on-demand service last night. As well as providing the latest films, hundreds of hours of additional programming such as music videos, children's programming and a VOD pick of the week are to be offered.
Like Telewest, NTL is planning to gradually roll out the VOD service to other franchise areas over the coming months.
Both services are a result of a three-year deal with FilmFlex, the joint venture company between Sony, Disney and the On Demand Group, and will be offering blockbuster and classic movie releases including '50 First Dates', 'Kill Bill: Volume 2' and 'Gothika'.
There will also be UK TV premieres coming on to the service in February including 'Spider-Man 2' and 'King Arthur.'
Andy Birchall, chairman of On Demand Group, said: "After three years in development, FilmFlex is delighted that this initiative has resulted in a stunning, breakthrough VOD service for cable viewers in the UK."
Eric Tveter, president and chief operating officer at Telewest Broadband, added: "We're transforming TV as we know it by launching a truly on-demand movie service, with DVD functionality."
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