Access to a new TV channel is set to boost the appeal of Virgin Media's TV, home phone and broadband bundles.
The internet service provider is now enabling viewers to tune in to replay channel ITV+1, which replays ITV1 content from the previous hour.
Sky, Freesat and Freeview viewers will also be able to take advantage of the service, adding to the existing ITV2+1 offering, which has been available for some time.
Consumers will be able to get quickly up to date with the latest news, sport, entertainment and soaps should they return home later than expected at any point.
And should a particular episode of Coronation Street or X Factor prove particularly dramatic, fans can simply switch over and watch the action again an hour later.
ITV1+1 is available now at position 114 on the Virgin Media electronic programme guide.
Subscribers to Virgin Media's on-demand TV service were recently granted access to Channel 5 catch up services by the internet service provider.