Virgin Media broadband and TV customers will soon to be able to watch hours' worth of ITV content on-demand.
The provider has tied up a deal with the UK's most popular commercial terrestrial broadcaster meaning that archived shows from the ITV Player will be aired for free to Virgin Media subscribers.
Viewers will be able to select the content from Virgin Media's library of content available through its TV Choice section.
Among the 500 hours worth of popular ITV programmes will be several HD options - Virgin Media's on-demand content has been viewed 357 million times by its subscribers, the provider confirmed.
"Our ambition is to make our content as widely available for audiences," Ben McOwen Wilson, director of online at ITV, said.
He added: "We are thrilled to be announcing this deal with Virgin Media at a very exciting time for ITV."
BBC and Channel 4 already allow their content to be shown on Virgin Media's catch-up TV service.