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Passion factory

A brand newsroom that locks-in customers and fuels search by producing the quality, and quantity, of daily entertainment stories required to compete in search-and-support smart targeting. The secret? A team of TV addicts

A creator culture

Agility plus authenticity is only possible when you put proper passion at the heart of delivery teams – for our Virgin Media newsroom that means a core of entertainment addicts that are as comfortable interviewing celebs on the red carpet as they are building interactive quizzes. Most of all, it means creators that just love to tell stories day in, day out.

An analytic approach

Viewing habits, package tiers, demographic information – Virgin Media is swimming in data points but to build a targeted CRM programme and a website fit to compete in organic search with consumer media brands, we had to develop a highly analytic approach to storytelling. Because every output is informed by real-time data, email open-rates beat all benchmarks at 25% while organic search multiplied by 13X following our site relaunch.

A heavyweight player

By operating like a real entertainment newsroom, we build brand credibility with the celebrities and events that drive clicks and fuel social conversation – recent highlights include an exclusive partnership with Marvel, backstage at the Baftas and bringing the virtual V Festival to life with exclusive interviews and previews. And passion works. 624K people visit the site each month, up 77% YOY, while the positive impact of exposure to our content is measured at +19NPS.

VM festival

"Virgin TV Edit has transformed the way we think about and deliver content."

Gill BennettLead of Digital Martketing, Virgin Media

Virgin edit


VM Case study