Virgin Media has launched its new TV-on-demand channel, Virgin Central today, with no content from ITV or Five available on the service.

Malcolm Wall, head of content at Virgin Media, said the company is currently in ongoing negotiations with ITV and Five, with meeting with ITV planned for this week.

A Virgin Media spokesman said that it has had an on-demand content on its platform for over a year, pointing out that no ITV on-demand content is available on any UK platform.

Virgin Media is still in talks with BSkyB to renew the carriage deal for Sky basic channels, including Sky One, with Wall reportedly saying that both sides are "negotiating in good faith."