Virgin Media has signed a new deal with UKTV to double the number of programmes on its roster.
The Liberty Global-owned company said its subscribers would get access to more than 10,000 hours of catch-up and box-set content.
It claimed it now offered more UKTV content than on any other pay TV platform in the UK or Ireland.
UKTV produces its own content on channels such as Dave, Drama, Yesterday and Really, as well as programmes from the BBC and ITV.
The deal also includes the launch of the updated UKTV Play app on Virgin Media’s TiVo platform.
Virgin did not disclose financial details, but said customers would be able to access the new content from later this year.
BT signed a deal with UKTV last August to offer the full portfolio of channels on its set-top box.
Earlier this year, Virgin signed a deal with US-based NBCUniversal to offer new reality TV service hayu to subscribers.
David Bouchier, Chief Digital Entertainment Officer, Virgin Media, said, “Throughout this year we've been expanding the fantastic range of on demand programming which lets our customers watch what they want, when they want.
“We’re delighted to be building on our leadership by giving our customers more UKTV shows than are available on any other platform.
“With the arrival of the Play app and the doubling of UKTV catch-up content our customers can access more of the entertainment they love in the way they want.”
UKTV’s Chief Commercial Officer Simon Michaelides added: “This step-change in the volume of on-demand content is part of our long term commitment to growth in pay TV and we look forward to expanding on this in the future.”