Virgin Media also committed to investing in producing original 3D content. "We can confirm we're looking at producing original content in 3D, it makes sense for us to look at things like live music with the Virgin Media V Festival," said Cindy Rose, executive director of digital entertainment at Virgin Media. Going on to explain that movies in 3D would remain available on a paid-for basis, but Virgin Media customers would be able to access other 3D content, such as TV shows, for free. She confirmed that the company has already secured the rights of a couple of TV programmes to be shown in 3D, but could not name them yet.