a clause in BSkyB's Published Price List which reduces the amount paid by a public service broadcaster when one of its channels offers on demand programming to Sky receivers. The iPlayer via Sky requires a subscription to Sky TV channels or to Sky+ and a Sky+ HD box with an internet connection. Televisions and Blu-ray players In December 2009, Cello Electronics released the Marks & Spencer branded TV. The television is internet enabled, allowing for the viewing of online content including the iPlayer, which has its own physical button on the remote, although the iPlayer HD wasn't available until 2010. On 11 January 2010, the BBC announced that the iPlayer would be built directly into TVs that would be widely available in the UK within months. Samsung Electronics became the first major manufacturer to officially announce that its televisions would be updated to include full access to the iPlayer. An iPlayer app is available to download from Samsung Apps for Samsung Smart TV. Sony added the iPlayer to its BRAVIA Internet Video service, included in its 2010 range of televisions and Blu-ray players. On 9 September 2010, the iPlayer was added to Sony's BRAVIA televisions, having previously only been available on Blu-ray players. Televisions needed a firmware update which could be upgraded over the internet or downloaded onto a USB flash drive for loading directly to the TV. At the time of launch, BBC HD content is not available, though high and standard video quality are available on all programmes. Virgin Media On 30 April 2008, the iPlayer service was fed directly to Virgin Media's 3.4m digital cable TV customers as part of the company's video-on-demand service. Pressing the 'red button' while watching a BBC channel on TV will bring up the iPlayer service without the user having to access the web. On 29 May 2008, Virgin Media successfully integrated the iPlayer with the Virgin Media electronic programme guide. Most BBC shows are now listed alongside other VOD content in Virgin's Catch Up TV section and through the red button while viewing a BBC channel. There is no charge for watching BBC shows through the iPlayer on Virgin Media. As of 21 July 2008, the iPlayer on Virgin Media had received 10.5 million views since its official launch on 1 June 2008. On 26 September 2008 it was revealed that one third of all iPlayer programme views were accessed through