All Virgin Media's 3.5 million customers should have the service by the end of today.
Popular ITV shows such as Coronation Street and Emmerdale will be available for up to seven days after being broadcast as part of Virgin's free Catch-Up TV service.
Virgin TV customers will have access to around 40 hours of current programming from ITV1, 2, 3 and 4 each week.
A selection of ITV's high-definition progamming will also be available on demand, as we previously reported, plus 500 hours of previously broadcast ITV comedies, documentaries and dramas.