Some Digital Spy forum members, disappointed at Virgin's HD offering, believe they have been promised more by the company in the past. Currently it only carries BBC HD and selected content on its video on demand service.
Following the addition of Eurosport HD to Sky's high definition package, Bayards, a Virgin subscriber from London, noted: "I expect we will not see this on Virgin - shame as alternative Olympics coverage would be great."
Blake Connolly said: "...at the moment if you're looking for HD broadcasts VM wouldn't really be an option worth considering. Eurosport HD isn't the only new HD channel to launch on Sky within the next few weeks, so the gap keeps growing."
Virgin adopted a policy of focusing on broadband speeds rather than competing with Sky on premium TV, such as sport, movies and HD, last year. Chief technology officer Howard Watson repeated in April that HD was not a priority.
"Our strategy on HD hasn't changed and we will continue to add the best available programming to our on demand system," a spokeswoman told DS.
"There will be extensive coverage of the Beijing Olympics in HD on BBC HD, which all HD-ready Virgin Media customers will be able to receive without the need for any form of HD subscription."