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By Tim Ferguson, 30 April 2008 11:51

NEWS

The BBC iPlayer is now available on Virgin Media's cable service, further expanding the availability of the on-demand TV service.

This is the first time iPlayer has been available on a TV platform and will bring full quality BBC programmes to the screens of Virgin's 3.4 million subscribers.

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Users simply press the red button on their TV remote to instantly access iPlayer content and the service will also be accessible though Virgin's electronic programme guide by the summer.

Soon to depart BBC director of future media and technology, Ashley Highfield, said the corporation always envisaged iPlayer in the living room.

He said the partnership with Virgin is another step towards changing the way audiences watch TV as well as underlining the BBC's commitment to creating a multiplatform iPlayer.

Malcolm Wall, CEO of content at Virgin Media, added the company is proud to be working with the BBC to lead "this revolution in TV viewing".

Since its launch, iPlayer has also been rolled out to the Apple iPhone and iPod Touch as well as the Nintendo Wii computer console.

iPlayer has gone from strength to strength with both download and streaming versions proving massively popular since its marketing launch on Christmas Day last year.

Its popularity has also raised concerns from ISPs who feel the explosion in online content could overload their networks.