Virgin's 'takeover' campaign will see some of the UK's favourite shows disappear before viewers' eyes, before TiVo "comes to the rescue".
It launches tonight (March 1) on Coronation Street on ITV. The soap's opening credits will start before the picture disappears and a voiceover says that the show has accidentally been deleted.
However, Virgin's TiVo service has an 'undelete' feature that stores all recently-deleted shows for a period. The voiceover therefore will say Virgin has 'undeleted' Coronation Street and everyone can continue watching the show.
ITV's Dancing on Ice and Channel 4's One Born Every Minute will also be 'accidentally deleted' as part of the campaign.
"Our customers love how TiVo helps them watch their favourite telly and our incredible service has a whole host of impressive features that mean you never have to miss a moment - even if you accidentally delete it, TiVo can bring it back in a jiffy," said Richard Larcombe, the director of advertising and sponsorship at Virgin Media.
"This innovative campaign brings home the message that TiVo gives you amazing control over your TV and I'm delighted to launch another groundbreaking takeover from Virgin Media that will capture the imagination of viewers."
The ads were created by BBH with media planning by Fifty6.
This is not the first time that Virgin Media advertising has interrupted live television. Last year, the cable operator deliberately 'buffered' adverts for Yeo Valley, Citroën and Magners ads to support its call for better broadband.
Previous adverts for Virgin's TiVo have featured celebrities such as David Tennant, Stephen Fry and athletes Usain Bolt and Mo Farah.