Virgin Media has expanded the number of HD content available to customers with the addition of three ITV channels to its line-up.
Subscribers can now watch ITV2 HD, ITV3 HD and ITV4 HD through Virgin Media's set-top boxes, which has boosted the TV, phone and broadband provider's list of HD channels to 43.
New and existing customers taking the XL TV subscription will receive the extra ITV HD channels at no extra cost, just in time to watch the latter stages of the UEFA Champions League and Europa League, as well as some of the most popular programmes on the channels.
The likes of Coronation Street, Celebrity Juice, The Only Way is Essex and the channel's acclaimed dramas are all available with a greater level of clarity, colour and vividness than ever before.
The announcement was supplemented by the news that ITV's standard definition programmes will also soon be available to watch on Virgin Media's cloud-based entertainment service, Virgin TV Anywhere.
This will enable Virgin TV customers to stream content from ITV1, ITV2, ITV3 and ITV4 onto their PCs, tablets, laptops or smartphones and enjoy the best sport, movies, entertainment, dramas and documentaries that the channels have to offer.
"ITV makes some of the country's most-loved programmes and with such an abundance of contemporary and classic drama, reality TV favourites and sporting highlights, these latest channels are an important addition to our growing line-up," said Katharine Burns, Executive Director of Multiscreen Content Acquisition at Virgin Media.
Martin Goswami, Director of Pay and Distribution at ITV, said the broadcaster is committed to bringing the "very best content" and quality viewing experiences to viewers across multiple platforms.
"We're delighted that Virgin Media customers can now watch all of our channels in stunning HD quality as well as continue to catch up with shows they may have missed and access shows while they're on the go," he added.
Mr Goswami said the new deal is part of Virgin Media's strategy to allow even more people to enjoy programming at a time that suits them, and keep up with the latest industry developments.
Customers can watch ITV2 HD, ITV3 HD and ITV4 HD right now on Virgin TV channels 176, 177 and 178, respectively, while Virgin TV Anywhere will launch the new ITV channels later in 2013.