A growing number of Virgin Media subscribers now have access to the firm's high definition (HD) TV packages, according to new figures.
Ofcom's latest Digital Progress Report revealed that 112,700 new consumers took up the firm's V+HD service to reach 862,000 by the end of 2009.
The rise means that 23 per cent of Virgin Media's subscriber base now have access to HD TV channels, which is a significant increase from the figure of 14 per cent recorded in the fourth quarter of 2008.
Ofcom's figures also highlighted that take-up of HD services is on the rise generally, with sales of HD-ready TVs reaching almost 23 million by the end of 2009.
The release of the figures has come after Virgin Media launched its new V HD box, which offers new and existing subscribers the chance to enjoy the improved picture quality offered by the format for a one-off cost of £49.
The company's range of HD channels at present includes content from ITV, Eurosport, Discovery and E4.