Virgin Media has officially launched its next-generation entertainment platform, which is set to boost the appeal of the firm's broadband bundles.
Through a TiVo-powered set-top box, the internet service provider (ISP) will offer video-on-demand services through subscribers' own TV sets.
Launching in mid-December at cost of £26.50 per month, the new IPTV service will operate on a dedicated 10Mb cable connection, independent of any existing Virgin Media broadband service.
Consumers purchasing a set-top box will be able to store up to 1TB of content, access over 4,600 hours of film and television content, access the web on their TV and record two channels while watching a third.
Virgin Media's Executive Director of Digital Entertainment Cindy Rose said the launch represented "a landmark moment in the UK's digital revolution".
"It vividly illustrates why Virgin Media is the only company who can provide the ultimate digital lifestyle," she claimed.
"For the first time, viewers will have a truly personalised viewing experience so they can get the most out of the wonderful worlds of the internet and TV all in one place."
Rival ISPs BT and TalkTalk are currently involved in the YouView project, which aims to deliver a set-top box with universal standards by spring 2011.