The agreement which sees Virgin Media TV customers benefit from access to Sky channels is mutually beneficial for the service providers, it has been claimed.
Tom Mockridge, Chief Executive of Virgin Media, explained that the two companies recently signed a new five-year deal which will see Sky channels made available to TiVo users.
Speaking to This is Money, he said the long-term arrangement allows both Sky and Virgin Media to plan effectively for the future.
"It gives us certainty, and it gives them certainty to go out and buy programmes," Mr Mockridge stated.
"It’s all the sports channels, all the cinema channels, the services which put the channels on tablets and high definition."
Speaking in May when the wholesale deal extension was announced, Sky Chief Executive Jeremy Darroch highlighted the benefits of the partnership.
He said the long-standing relationship with Virgin Media enables Sky to deliver its "great channels" to even more homes across the UK.
Mr Darroch added that the deal also opens up additional sources of revenue for his firm.