As a result, the cable operator now offers a total of 43, including ITV1 HD, in the format.
Virgin Media customers with an XL TV subscription can watch the additional ITV HD channels for no additional cost.
The operator is in addition placing all the ITV SD channels in Virgin TV Anywhere, the cloud-based entertainment service exclusive to Virgin Media customers.
They will be able to stream the channels on computers, smartphones and tablets.
Commenting on the developments, Katharine Burns, executive director of multiscreen content acquisition at Virgin Media said: “We’re pleased to be introducing such a fantastic selection of HD content to our customers as well as bringing some of the UK’s most watched channels to different screens via Virgin TV Anywhere. ITV makes some of the country’s most loved programmes and with such an abundance of contemporary and classic drama, reality TV favourites and sporting highlights, these latest channels are an important addition to our growing line-up.” ??
Martin Goswami, director of pay and distribution, at ITV said: “We’re committed to bringing the very best content and quality viewing experiences to viewers across multiple platforms so we’re delighted that Virgin Media customers can now watch all of our channels in stunning HD quality as well as continue to catch up with shows they may have missed and access shows while they’re on the go. This deal is part of our strategy to allow even more people to enjoy our programming in a time when the way our audiences watch TV continues to transform.”