Virgin Media has agreed a deal which will see its broadband TV subscribers given access to a high definition (HD) channel from Eurosport.
The broadband provider has claimed that the addition of Eurosport HD signals the first of several new services that will be launched on its TV platform over the next few months.
Expected to launch in April, the channel will offer coverage of events including the Tour de France, French Open tennis and the World Touring Car Championships.
The channel will be available for no extra cost to customers taking Virgin Media's XL TV package.
Cindy Rose, Executive Director of Digital Entertainment at Virgin Media, said the company is "excited" about the launch.
She added: "With HD ready TVs now common in UK homes, the combination of HD channels as well as our pioneering TV on-demand service gives Virgin TV customers a huge range of HD programming with the unique flexibility to enjoy HD content whenever they want, at the touch of a button."
Earlier this week, Virgin Media confirmed plans to offer subscribers free phone to mobile calls from the start of April.