Virgin Media TV customers can now tune in to Welsh language channel S4C - in English.
Non-Welsh speaking viewers will be able to enjoy translation services on the popular channel through a new Red Button application.
The function is designed with sports fans in mind - with S4C well regarded for its coverage of Welsh football and rugby union.
Geraint Rowlands, S4C Head of Broadcast and Commissioner for Sport and Events, said the launch of the new English language service is "great news" for Virgin Media customers throughout the UK.
"We are delighted to have been able to work closely with such a key platform provider to get this service up and running," he stated.
"Virgin Media viewers join Sky, Freeview and Freesat customers in Wales with their capability to enjoy S4C's extensive live sporting coverage in either Welsh or English."
Just two weeks ago, S4C became available to viewers in England, Scotland and Northern Ireland on Virgin Media Channel 167.