ITV joins Virgin Media's on demand service

Programmes from ITV will be added to Virgin Media's video on demand service, it was announced today.

40 hours of catch-up programming from ITV's four channels will be added to the service each week, and a "selection" will be available in high definition for those subscribers with HD V+ boxes.

"ITV makes some of the country’s most loved TV programmes so we’re delighted to be able to offer so many of them to our customers," said Malcolm Wall, Virgin Media's CEO of content. "We already have the largest and best collection of entertainment available on demand and adding this vast amount of quality content will make our TV offering even more compelling."

500 hours of library content from ITV will also be added to the TV Choice section of Virgin's on demand offering.

"Our ambition is make our content as widely available for audiences," said Ben McOwen Wilson, director of online at ITV. "We are thrilled to be announcing this deal with Virgin Media at a very exciting time for ITV. We know Virgin Media’s customers consume a lot of content on demand, and we are confident that with the massive appetite and growth of on demand content across our online sites during 2008 this deal will allow a new wave of viewers to enjoy our content; in a time when the way our audiences watch TV continues to transform."