Broadband provider Virgin Media has launched a new online/mobile TV service which is hosted in the cloud.
Virgin TV Anywhere gives the firm's customers the flexibility to watch content on computers, laptops, tablets and smartphones.
Available to all Virgin TV customers at no extra cost, the service comes with the ability to stream live TV.
Up to 45 channels are available to choose from at launch, depending on each customer's TV package and method of access.
The line-up includes "a wide range of popular channels" covering entertainment, children's, sport, news, music and movies.
Access to premium channels including Sky Sports and Sky Movies is also available for subscribers to these channels.
Virgin TV Anywhere also features up to 4,000 hours of TV available to watch on-demand at any time.
As well as Sky On Demand, free-to-air catch-up services, BBC iPlayer, ITV Player, 4oD and Demand 5 are integrated with the platform.
Cindy Rose, Executive Director of Digital Entertainment at Virgin Media, said consumers are "always looking for the next 'big thing' to take advantage of the features and connectivity built into today's gadgets".
"Virgin TV Anywhere builds upon our fantastic TV service, blending in the best of TiVo and our expertise in broadband and mobile," she stated.
Ms Rose said the service offers a "compelling entertainment experience" to enjoy whenever viewers want, wherever they are - all at no extra cost.
Virgin TV Anywhere is embedded with social media functionality, allowing users to share their thoughts on their favourite TV shows.
It also includes a new app for mobile and tablet devices alongside a brand new online destination for laptops and PCs.