Virgin Media customers could soon count Amazon Prime Instant Video among its film streaming options.
Virgin Media's CEO revealed his company is in talks with Amazon about a possible deal, which would offer the streaming service to customers.
The company is "certainly open to the idea", CEO Tom Mockridge said, and revealed "the honest answer is we have talked to them".
Nothing is on the cards yet, however, as "it takes two to tango" and Prime is still "working out" its proposition since it was rebranded from LoveFilm.
Virgin Media already offers Netflix to its customers through an app, so Amazon Prime Instant Video would be another string to its bow.
Amazon recently announced it would fund a third series of the BBC drama 'Ripper Street'. The show was due to be axed until Amazon saved it.
Virgin Media won't be stepping behind the camera itself and making its own homegrown shows though.
"We carry a wider selection of channels than anyone else in the market because we are the middle guy," Mockridge said.
"We would rather have a comprehensive offer and we don't see the differentiation in the programming as being critical to our future."
The company sees itself "primarily as a broadband supplier" instead of a TV company.
"We see our differentiation as being in the quality and depth of broadband," Mockridge added.
He also said Virgin Media has "no interest at all" in joining in the bunfight for sports rights, saying the company could secure rights for its customers through its relationship with rights holders like BT and Sky.