MUMBAI: NDTV has launched its English news channel NDTV 24x7 on Virgin Media platform in the UK. The channel will be the only Asian news channel to be a part of Virgin‘s base pack along with other International news channels.

With the deal in place, the channel will reach out to an additional 3 million households, the company said.

NDTV Head - Network Distribution and Affiliate Sales Rahul Sood said "With this launch on Virgin, NDTV 24x7 is now available across a large majority of the TV viewing homes across the UK. It helps us further penetrate the UK market and reach out to all those viewers who have a deeper commercial and cultural interest in the news and stories from the sub-continent."

Virgin Media executive director of digital entertainment Cindy Rose added, “We‘ve been working extremely hard this year to deliver a sterling line-up of channels, and adding NDTV 24x7 is amongst one of those initiatives. We‘re pleased to have them on board and 2012 promises to be an even more exciting year as we will be launching revolutionary new products and services, reinforcing Virgin Media as the most innovative and pioneering digital home entertainment provider in the market."

NDTV 24x7 will be available on channel # 621 on Virgin Media‘s base.

The channel is already available on Sky platform.