Juan Pablo Conti ©RapidTVNews | 11-08-2011

Virgin Media has developed an interactive TV app for its TiVo video service that will give subscribers exclusive access to content from the upcoming V Festival 2011.

The app, which went live yesterday, can be found in the ‘Apps and Games’ section of the TiVo service. It will complement terrestrial broadcast coverage on Channel 4 and 4Music with what the cable company described as “a wealth of video content that will be continuously updated during the festival weekend to include special backstage performances and exclusive artist interviews”.

As the event unfolds over the weekend of the 20-21 August, a collection of the most popular video clips will be used to form an artist playlist from the festival’s current edition. Additionally, the app incorporates archive video footage of past performances from, among others, Amy Winehouse, The Proclaimers and Snow Patrol.

Aleks Habdank, director of digital entertainment products at Virgin Media, said: “V Festival is one of the leading music events in the UK and TiVo gives us a fantastic way to bring this great festival to customers’ front rooms, demonstrating the power of our great new interactive digital entertainment service.”