Virgin Media has signed deals with ITV Player and Setanta Replay to bring both companies' video-on-demand programmes to its cable TV customers. The deal also means Virgin customers will get a selection of ITV high-definition programming.
Popular shows such as Coronation Street and Emmerdale will be made available for up to seven days after they've been broadcast as part of Virgin's free Catch Up TV service.
Virgin Media customers will be able to choose from up to 500 hours of comedies, documentaries and dramas shown on ITV1, 2, 3 and 4 each week. A selection of ITV's high-definition programming will also be available on demand.
In addition, Virgin Media and ITV have also agreed that Virgin TV subscribers will be able to watch ITV content online via their computers.
Malcolm Wall, CEO of Content at Virgin Media, says: "ITV makes some of the country's most loved TV programmes so we're delighted to be able to offer so many of them to our customers."
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In a separate deal, Virgin Media has also announced it is to launch Setanta Replay on its cable TV system. Setanta Replay will offer a range of sports content, including Barclays Premier League games, FA Cup matches, England home friendlies and World Cup qualifiers.
All customers on Virgin's XL TV package will have access to Setanta Replay at no extra cost. Customers on M or L packages can subscribe to TV Choice and get a range of content, including Setanta Replay, for £7 a month.