Virgin Media has struck a deal to offer subscribers on-demand content from the ITV Player and a host of web-based viewing options.
This will allow customers to watch more than 40 hours of programming from the four main ITV channels every week via their television sets up to seven days after first being broadcast.
About 500 hours of ITV content will also be added to Virgin Media's TV Choice service, enabling subscribers to watch selected shows at any time on demand.
Certain programmes will be available in HD, while Virgin Media subscribers will additionally be able to view online ITV content on their PCs.
"We are confident that with the massive appetite and growth of on demand content across our online sites during 2008, this deal will allow a new wave of viewers to enjoy our content in a time when the way our audiences watch TV continues to transform," says Ben McOwen Wilson, director of online at ITV.
The first nine months of 2008 saw 357 million views of Virgin Media's on-demand programming.
ITV's catch-up service also offers certain programmes up to 30 days after broadcast, significantly longer than the BBC iPlayer's seven-day rule for all of its shows.
