Virgin Media customers are soon to be given access to on-demand content from the BBC, it has been revealed.
The internet service provider (ISP) is adding the BBC's iPlayer service to its television platform.
Such a move means customers are now able to view programmes on their television, rather than accessing them online, Virgin Media explains.
Previously, access to iPlayer content has been available on computers, either by downloading programmes or by streaming them over a broadband connection.
But now Virgin Media claims no download is to be required as content can be played back directly on a television.
Chief executive officer for content Malcolm Wall says: "The enormous success of iPlayer online has demonstrated the desire TV viewers have for viewing quality programmes at a time that suits them."
Some 3.5 million UK residents are expected to have access to the service as part of Virgin Media's television package.
The ISP recently urged its wireless broadband customers to change their passwords from the default settings provided in order to minimise the chance of their home network's security being breached.