Subscribers to Virgin Media's range of broadband and TV deals will be able to enjoy high definition (HD) content from ITV from the start of next month.
The company is adding ITV1 HD to its TV packages from April 2nd, meaning consumers will have access to live coverage of the Champions League, the FA Cup and the upcoming World Cup in the higher picture quality.
Drama and factual content such as Foyles War, Lewis and Survival with Ray Mears will also be available through the channel.
Cindy Rose, Executive Director of Digital Entertainment at Virgin Media, said the firm was delighted to announce details about the new addition.
He added: "This year's World Cup promises some unforgettable games and Virgin Media TV viewers will be able to enjoy every nail-biting, heart-stopping, breath-taking moment in stunning high definition."
Sky is also set to add ITV1 HD to its TV packages from the start of next month.