Irish TV, broadband and voice telephony provider UPC Ireland has announced that it will launch a new on-demand TV service this Friday for some customers in Dublin. The cableco, part of US-based Liberty Global Inc, says it intends to extend coverage of the new service to all its customers over the course of the summer. UPC’s new offer comprises catch-up TV from the RTE Player and 3player services and over 1,300 hours of box sets and series for free. The company is also offering a pay-per-view, on-demand movie rental service, with new releases costing EUR4.99 (USD6.37) to hire in standard definition. The operator says the new service launch is the product of its recent EUR500 million investment in its fibre-optic infrastructure, which has already been switched on for a third of homes taking UPC TV in Dublin. Ultimately the network’s fibre coverage will cover over 600,000 Irish households, it said.