Virgin Media's broadband TV bundles look like an increasingly attractive proposition with the addition of Sky 1 HD to the line-up.
Consumers can now access the channel on Virgin's paid-for TV platform, allowing them to tune in to top new shows including A League of Their Own, An Idiot Abroad, and House and Bones.
The channel is available at no extra cost to all customers on Virgin Media's XL TV package, and according to the internet service provider (ISP) brings "an even wider range of compelling entertainment in high definition to our customers".
Cindy Rose, Executive Director of Digital Entertainment at Virgin Media, said the firm's TV service features "a fantastic range" of the best HD channels available for no additional monthly fee.
She added that the ISP's on-demand service delivers more than 7,500 great TV programmes and movies, including hundreds in HD.
"The launch of Sky 1 HD and our recent 3D on Demand launch demonstrates our commitment to making our TV service the best option for anyone looking to make the most of their home entertainment experience," Ms Rose said.
Sky 1 HD has launched on Virgin Media channel 122, with further high definition channels set to follow later in the year.