Virgin Media is launching a new channel named Virgin TV Ultra HD, which will be completely dedicated to sharing stunning 4K visuals. The new channel will launch on September 17th, and Virgin has been picking up high profile shows to place on it.

TV Wise reports that Virgin has picked up the rights to the repeats of House Of Cards, Masters Of Sex and StartUp, as well as nabbing the first run rights for Shut Eye and The Art Of More (which haven’t aired in the UK yet). There will also be concerts and documentaries on the channel.

David Bouchier of Virgin said this about the launch:

“With the launch of Virgin TV Ultra HD we’re giving our customers the ultimate entertainment viewing experience with must-see shows in incredible, crystal-clear picture quality. From epic dramas and stunning documentaries to the front row feeling of a rock concert, our customers will get closer to the action than ever before – with four times the picture quality of HD. It really is the next best thing to being there. We’ve shown some of this year’s biggest sporting events in Ultra HD, such as the Champions League and Wimbledon finals and we’re now giving entertainment the Ultra HD treatment. It’s all part of our ongoing investment to give our customers the best way to watch the best TV.”

Virgin TV Ultra HD will launch on September 7th on Virgin channel 999, and it will be only available to Virgin TV Full House customers and VIP customers with a V6 set-top box.

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