Virgin Media has unveiled a new app designed exclusively for pre and early primary school children (three to seven years old).
The Virgin TV Kids app features a "bright, fun and easy-to-use interface", which can be personalised with individual profiles and display settings.
Users can enjoy easy access to popular shows including Bob The Builder, In The Night Garden, Thomas & Friends and Peppa Pig, while programmes can also be downloaded so they can be watched offline.
Other features include games designed to test youngsters' skills in logic, memory and problem solving, as well as much-loved books such as Dogs Don't Do Ballet and Princess Evie's Ponies.
Adults can restrict streaming to a Wi-Fi connection in order to prevent kids leaving the app and going onto the wider internet.
Parents will also be notified about mobile data usage and be able to monitor usage history of games, TV shows and books.
Furthermore, the app comes at no extra cost to Virgin TV customers who already subscribe to its kids channels.
David Bouchier, Chief Entertainment Officer at Virgin Media, commented: "Our Virgin TV Kids app is a safe and fun space designed exclusively for pre-schoolers, Virgin TV’s youngest customers.
"Parents and carers can let their children explore the best children’s TV shows from all their favourite channels, such as Disney, Nick Jr, Boomerang and more, as well as a wide range of books and games safe in the knowledge that kids can never be exposed to age inappropriate or harmful content."
Bouchier added that the app boasts both the UK's best selection of pre-school entertainment and an environment free from ads and other commercial influences, therefore giving "added peace of mind for parents".