Digital Operator Blinkbox Will Debut HD Service With 'Game of Thrones' Season 3

"Game of Thrones"

The digital movie and TV sell-through service will be the first electronic retailer to offer the show after its run on Rupert Murdoch-owned Sky Atlantic.

LONDON – U.K. video-on-demand operator, owned and operated by the world's third-largest retailer, Tesco, is to debut its HD service with the third season of Game of Thrones.

HBO said Blinkbox will be the first digital retailer to offer the show following its rollout on Sky Atlantic, the satellite channel available on Rupert Murdoch's pay TV platform BSkyB.

Fans of the Emmy- and Golden Globe-winning show will be able to buy the latest installment (or the entire season) ahead of its DVD and Blu-ray release.

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Blinkbox was the first digital retailer in the U.K. to offer seasons one and two of the epic drama, an adaptation of A Song of Ice and Fire, George R. R. Martin's series of fantasy novels.

Blinkbox currently offers a range of HBO series including all five seasons of supernatural drama True Blood as well as the miniseries Band of Brothers and The Pacific.

Blinkbox CEO Michael Comish said: "Game of Thrones is the TV show of the moment, and we expect demand for the third [season] to be high."