A Virgin Media executive said the cable firm will launch a multi-platform video on-demand player by the end of the year.
Speaking at the IPTV World Forum in London, Virgin Media's executive director of TV and online Alex Green revealed that the a Virgin Media Player would deliver access to a range of content via online and mobile devices.
"This will deliver a super high-quality click-to-watch experience for our subscribers to see their favourite on-demand shows online and on their mobile," Tech Radar reports.
The project would bring Virgin on par with Sky, with its Sky Player and would be a competitor to Canvas, the on demand platform backed by the BBC and BT.
Virgin has been in discussions with US-based TiVo to deliver a platform that would combine video on demand and TV programming.
The so-called TV Anywhere concept will see users move between their mobile phones, computers and televisions.