SeaChange International’s On Demand Group (ODG) has inked a four-year contract to provide content management services for Virgin Media’s TV On Demand service.

ODG has been serving up content management services – including rights management, editorial service management, promo production and content operations, which includes encoding, metadata generation and content preparation – for Virgin Media’s TV On Demand service since it was launched in 2007.

Virgin Media has one of the largest video-on-demand (VOD) service offerings outside of North America, with a content lineup that includes hundreds of hours of premium TV content, catch-up TV, movies and music videos. Virgin Media’s 3.5 million digital TV subscribers watched more than half a billion on-demand programs during 2008, with the service’s popularity growing by 60 percent.

Last week, Virgin Media and SeaChange released some details on Virgin Media’s first-ever dynamic advertising trial (story here).

More Broadband Direct 04/22/09:
•  AT&T holds steady through Q1
•  Cox a finalist for TM Forum Excellence Award
•  Cablevision's Rutledge reelected NCTA board chairman
•  AT&T to shut down Internet phone service
•  Ikanos to pay Conexant $54M for broadband product line
•  Amazon launches HD movie rental, TV show sales
•  SeaChange signs 4-year contract with Virgin Media
•  Netflix slumps; analyst sees looming competition
•  Yahoo's feeble Q1 triggers nearly 700 more layoffs
•  Broadband Briefs for 04/22/09