Having witnessed the phenomenal success of the BBC's iPlayer service, ITV is now extending its own on-demand offering, itv player, by making it available to Virgin Media customers.
The BBC's iPlayer receives around a fifth of its total views from Virgin Media's 3.5m customers, a potential that ITV could not ignore.
ITV's director of online operations, Ben McOwen Wilson, stated: "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."
The collaboration between ITV and Virgin will see around 40 hours of ITV content made available every week in Virgin Media's TV Choice on-demand service. Some of ITV's High Definition content will also be made available.
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