Virgin Media rolling out Sky Anytime on-demand service

Virgin Media has bolstered its on-demand offering with the addition of Sky Anytime, which is now being rolled out to the first customers.

With the launch of Sky Anytime, Virgin Media has increased the size of its on-demand entertainment library - already the largest in the UK - by more than a third.

Over 6,500 hours of TV shows and movies can be instantly accessed by the cable company's subscribers, while certain content can be enjoyed in high-definition and 3D.

The Sky Anytime rollout has already begun, with Virgin Media's XL TV subscribers the first to get access to the service. From 2012, the facility will be extended to all customers on the M+ TV package and above.

Content from Sky1, Sky Living, Sky Arts and Sky News will become available to Virgin Media households, while additional programmes can be accessed by customers signed up to Sky Movies and Sky Sports.

Cindy Rose, Virgin Media's executive director of digital entertainment, said: "The addition of Sky Anytime on Virgin Media forms part of our ongoing commitment to developing a compelling and complete digital entertainment service."

Up to 200 hours of TV content is showcased on Sky Anytime every month.