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Warner embraces VOD in UK

4 April 2008 19:01 by James "Dela" Delahunty

Warner Bros. announced on Thursday that several more of its upcoming titles will be available through video-on-demand (VOD) services in the UK around the same time as their DVD release dates. The Assassination of Jesse James by the Coward Robert Ford and Beowulf were available shortly after their DVD release date (1 and 15 days respectively) on Sky, Virgin, BT and Xbox Live.

Viewers spend a few pounds to watch a movie as many times as they want within a 24 hour time frame. Warner's UK strategy for VOD mirrors trials in the U.S., Benelux and Nordic regions where spending on DVDs and VOD services rose due to increased cross-promotion and marketing exposure.

Josh Berger, President and Managing Director of Warner Bros. U.K. said the initiative attempts to meet consumer demands to "see what they want, how, where and when they want it." When asked about the quicker availability of VOD after DVD releases, Gideon Lask, head of e-commerce at U.K. entertainment retailer HMV, said he agreed with Berger that "customers should have the opportunity to discover and enjoy content the way they want to ... either through physical purchases or via downloaded content."

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