Virgin Media has announced plans to launch its own web-based video on-demand service called Virgin Media Player.
The company says the service will first be made available to subscribers of its Virgin Media XL TV package with Virgin Media broadband connections from today.
Virgin Mobile users will also have access to the content, but will only be able to use it for an hour each day.
The company said that the desktop version will have content provided by ITV, Disney, National Geographic, Comedy Central, MTV, National Geographic, Cartoon Network and Nickelodeon.
Mobile users will be able receive content from Channel 4's 4oD as well as MTV Snax, a service specifically created for mobile viewers wishing to watch snippets of MTV shows on their phones.
In a statement to tech news site Pocket-Lint, Cindy Rose, the director of digital entertainment at Virgin Media, said: “We continue to explore innovative new ways to bring our customers’ favourite content to them and, with Virgin Media Player, we’re making sure they’re spoilt for choice."