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Virgin Media reportedly close to digital music deal

UK cable operator Virgin Media is reported to be close to signing a deal to launch a digital music service.

According to a report by The Guardian, the cable operator is close to announcing a deal with online music service Spotify and studios EMI, Sony Music, Warner Music and Universal Music to launch the service, which was first mooted about two years ago.

The service has taken longer than expected to materialize because Virgin Media had to agree separate terms with the studios, which have final say over any deal struck by Spotify. According to the report, the operator could launch a limited trial over the summer ahead of a full launch towards the end of the year.

Separately, Virgin Media has unveiled the first advertising campaign for its TiVo service, which combined DVR with over-the-top and web-based applications. The campaigned, fronted by actor Marc Warren was created by agency DDB UK, spans TV, print and online and social media. 

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