As part of the Next Generation Television network, the infrastructure was consolidated into a single super headend at Langley in 2010, with Knowsley serving as a backup.

In May 2008, Virgin Media began their "long term" region-by-region analogue television service switch off project, beginning with Coventry and Glasgow.

The agreement with Cisco is to help enhance our existing TV platform, which broadcasts content over DVB-C and then our VoD service runs on IP.

[13] Under the mutually exclusive agreement, TiVo developed a converged television and broadband interactive interface to power Virgin Media's next generation, high definition set-top boxes.

TiVo became the exclusive provider of middleware and user interface software for Virgin Media's next generation set top boxes.

Virgin Media will pay TiVo monthly fees, which commenced upon delivery of its first set-top box, which are guaranteed and increase over time.

As part of the agreement, Virgin Media and TiVo entered into a mutual covenant not to assert with regards to each party's intellectual property.

The BT Group owned (but Virgin Media leased) Milton Keynes franchise which was analogue-only was switched off in November 2013.

[9] BT's Openreach division selected Milton Keynes for a large scale fibre-to-the-premises trial (as opposed to fibre-to-the-cabinet in other parts of the UK).

It remains to be seen what impact, if any, this will have on the viability of the Virgin Media leasing arrangement of the analogue HFC network there, which, uniquely, is believed to pass through BT infrastructure – not wholly VM's.

The leasing arrangement dates back to 1999 and was mandated by the European Union in response to competition concerns surrounding BT's Cable TV interests in Milton Keynes and Westminster.

[18] The Milton Keynes cable network, which has a significant number of users due to technical satellite and aerial reception issues down to local geography,[19] does not suffer the same 'conservation' area rules as the Borough of Westminster.

For customers in non-cabled areas, Virgin Media offered a branded set-top box for the Freeview digital terrestrial television service, called "Free TV", until December 2009 when it was discontinued.

Virgin Media signed an agreement with Cable & Wireless to become the unbundled local loop (LLU) network provider, providing access to 4 million homes outside of the Virgin Media cable franchise network and would include linear pay broadcast channels and video on demand.

This was originally scheduled to be released during 2008 but was delayed and scaled back as Virgin Media concentrated on improving its cable broadband proposition instead of focusing on competing with Sky in the premium television market.

Telewest (one of Virgin Media's predecessors) became the first UK broadcaster to offer HDTV, launching its service in December 2005; several months earlier than that of its chief competitor, Sky.

If these conditions are not met, only the older TiVo box can be used which has an operational SCART connector and an internal communication modem which removes a need for a broadband connection.

Virgin TV ranks as the UK's largest provider of on-demand content, with over 3 million video on demand (VoD) customers and as of October 2011[update] over 6,500 hours of programming.

Subscribers to Virgin Media's premier television package, Size: XL, have the content included in their subscription, while other customers can pay £5 per month for unlimited access, or can utilise pay-per-view.

[67] Virgin Media confirmed it would be launching a rival to both the BBC iPlayer and Sky Player by the end of 2010, with subscribers accessing content both online and through their mobile devices.

At the product launch of Telewest's TVDrive on 1 December 2005, their Teleport service included a modest selection of on demand HD content including episodes of BBC nature documentaries Pride, The Blue Planet and Wild Weather, pay-per-view episodes of Lost and Desperate Housewives from Channel 4, a small selection of documentaries from the History Channel, Metropolitan Opera Live in HD's The Magic Flute and pay-per-view films from FilmFlex.

[35] On 5 August 2010, Virgin Media announced that popular Comedy Central HD programmes available on demand from 1 September 2010.

[84] Under the terms of the agreement, these titles will be offered as new content across Virgin Media's three entertainment platforms; TV, online and mobile.

From 1 December, Virgin Media customers were able to access past seasons of shows such as House, Heroes, The Office and 30 Rock, in HD through TV on Demand.

[85] The service has access to video on demand: current HD providers include BBC, FilmFlex, Fox, History, National Geographic Channel and PictureBox programming.

Virgin Media had displayed a V+ in their Oxford Street store using polarised glasses and trialled over a private video on demand network using an HD stream interlaced with two pictures in 2009.

[37][87][88] In March 2010, during the Ideal Home Show at the Earls Court Exhibition Centre, Virgin Media showcased a reel of 3D content – including sport and video games – as a taste of its plans for 3D television.

On 28 September 2010, Virgin Media announced the launch of 3D Movies on Demand – the first commercially available 3D TV service in the UK.

The launch of 3D Movies on Demand, powered by FilmFlex, initially featured StreetDance 3D, Garfield's Pet Force 3D, A Christmas Carol 3D, Step Up 3D and Despicable Me 3D.

[91] Going on to explain that movies in 3D would remain available on a paid-for basis, but Virgin Media customers would be able to access other 3D content, such as TV shows, for free.