ITV programming made available to Virgin Media subscribers

While BT Vision is currently cooking up a way to bring major UK programming to one place via IPTV, Virgin Media is already taking things one step further by bringing thousands of hours of ITV on-demand content to subscribers. The agreement will, in essence, give ITV its largest ever potential on-demand audience -- you know, now that Virgin's 3.5 million customers can view hours upon hours of ITV1, ITV2, ITV3 and ITV4 material at their leisure. We're told that hit shows like Coronation Street and Emmerdale will be "made available for seven days after being broadcast as part of Virgin Media's free Catch up TV service," and there will even be a small subset of HD VOD programming to choose from. Not a raw deal at all for existing / to-be VM subs.