Broadband provider Virgin Media has added to the appeal of its TV On Demand service by launching Sky Anytime on the platform.
Subscribers will now be able to access thousands more hours of films, shows, sport and news as the firm expands its content library by a third.
Some 6,500 hours of TV and movies On Demand - some of which is available in HD and 3D - can now be bundled into TV and broadband deals at no additional cost.
The instant TV On Demand experience is being supported by Virgin Media's growing fibre-optic network, which continues to rollout across the UK.
Virgin Media TV customers subscribed to the Sky Movies Collection will now be able to access up to 500 titles from Sky Anytime, plus another 500 movies made available through FilmFlex, PictureBox and Virgin Media Player.
And sports fans subscribed to the Sky Sports Collection will be able to tune-in to highlights from the Barclays Premier League, UEFA Champions League football, international cricket and European Tour Golf.
Virgin Media's XL TV tier customers are the first to gain access to Sky Anytime, with M+ TV subscribers and above set to be included from 2012.
Cindy Rose, Executive Director of Digital Entertainment at Virgin Media, claimed the firm offers "the most complete TV On Demand experience in the UK".
"It is the perfect place for movie fans with over one thousand fantastic films available instantly On Demand," she noted.
"The addition of Sky Anytime on Virgin Media forms part of our ongoing commitment to developing a compelling and complete digital entertainment service."
Ms Rose said the firm's growing On Demand library offers range and depth, meaning customers now have "even more flexibility to enjoy whatever they want, whenever they want it".