Virgin Media has just announced its Olympics coverage, which will comprise of 24 channels drawn from the BBC, with additional content from Eurosport.
Virgin boasts that the coverage will be free, and feature live broadcasts in both standard and high-definition, along with interactive apps and some events displayed in 3D.
The 24 live channels will be provided by the BBC, and are the same ones the broadcaster has already pledged to Sky and Freesat customers. The channels will be integrated into Virgin's Electronic Programme Guide, but will also be available via a dedicated BBC Red Button application.
TiVo customers will be able to use that same Red Button service to access catch-up coverage of key events. On top of all that, the Beeb's standard coverage (on BBC One, BBC Three, BBC One HD and BBC HD) of the Olympics will, naturally enough, be available to watch as well.
And if all that isn't enough for you, Virgin is also bunging in some 3D content courtesy of BBC and Eurosport 3D. The opening and closing ceremony can be enjoyed in three dimensions, along with selected events, and daily highlights. Eurosport 3D is planning to show around eight hours of live 3D coverage, plus four hours of daily highlights.
Aleks Habdank, director of digital entertainment at Virgin Media, commented: "With a full range of live channels in HD and the first Olympics in 3D, Virgin Media TV customers are going to be spoilt with an unbeatable experience for watching the 2012 London Olympics."
"This year's unprecedented breadth of viewing options will allow fans of any Olympic sport to watch their favourite events live and on demand, and with BBC and Eurosport 3D, viewers will be able to immerse themselves in the Games as never seen before."