Virgin Media chief exec lauds internet TV
Neil Berkett said the technology will enable subscribers to view a wide range of services - such as YouTube and a great variety of films on demand - via their TVs.
Speaking to the Express, Mr Berkett claimed Virgin Media's position as a "trusted brand" plays an important part in its efforts to tempt consumers to sign up for new innovations such as this.
However, he argued that people who choose to take advantage of the new offering - known as Virgin Media Player (VMP) - will be richly rewarded.
"It will make people fall in love with their television sets again," he commented.
VMP is currently in the beta testing stage, a trial which customers who have XL TV and any broadband subscription with Virgin Media can take part in.
Hundreds of hours of content have been made available for this process.