Virgin TV Anywhere

Virgin TV Anywhere has been officially unveiled by the UK cable TV provider, billed as a cloud-based entertainment service for Virgin Media subscribers to watch TV and movies on computers, tablets and smartphones. And this clearly positions it alongside BSkyB’s online offering.
— The Next Web:

As much as I love Virgin Media's services, it does seem like they are always playing catchup to BSkyB.

Its good to see all the major content providers within the UK offering cloud services to stream on-demand.

At the moment this is only for iOS, I can only assume this would be rolled out across more devices in the future.