Broadband provider Virgin Media has announced it is to launch a new online TV service before the end of this year.
The company's Executive Director of TV and Online, Alex Green, confirmed in a speech to the IPTV World Forum that the broadband TV system, which will rival the BBC's iPlayer and the Sky Player for on-demand content, is in the pipeline.
According to TechRadar.com, the launch of the service could be tied in with the release of the firm's new TiVo-enabled set-top boxes.
Discussing the system, Mr Green said subscribers would be able to access programmes by a range of means, including through their mobiles.
He added: "We're determined to get the experience right in terms of viewing quality and usability and we're taking advantage of the way technology has developed in the past couple of years to do that."
Virgin Media recently launched a new high-definition set-top box which is available to new and existing broadband and TV subscribers for a one-off fee of £49.