Scottish media company STV Group PLC (LON:STV) has signed a four-year strategic partnership with Virgin Media, sending its shares higher on Monday.
Under the agreement, Virgin’s TV customers in Scotland will have access to fully regionalised versions of STV in HD for the first time.
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Virgin will launch STV Player on its set-top boxes and promote the STV brand through its channels.
"Virgin Media's TV platform is very popular right across Scotland and we're delighted to be enhancing our partnership and extending the reach of STV's fantastic programmes through this innovative, long-term agreement," said STV chief executive Simon Pitts.
"We'll be giving our Virgin viewers two ‘firsts’, the launch of STV Player and the launch of all STV regional variants in full HD, allowing Scottish audiences to access our popular shows however and whenever they want them."
Shares in STV rose 4.5% to 410p in morning trading.