Satellite broadcaster Sky is planning to expand its TV offerings by launching a new on-demand service.
Sky Anytime+ will be available later in the year and will allow viewers to access a library of archived content over their broadband connection.
Customers will need to have a Sky+HD box with an internet terminal and must be a Sky broadband customer.
Content from Sky's own channels, including Sky Sports, Sky Movies and Sky1, will be available, as well as content from third party channels like ESPN and National Geographic.
Responding to the move, Ceri Stanaway, digital TV and broadband expert at the consumer group Which?, said: "Until now, Sky's rival Virgin Media has been ahead of Sky's game when it comes to video-on-demand on your TV set.
"With the new Sky Anytime+ service, Sky has clearly decided it's time to address the imbalance."
The launch of the service could open up new opportunities at Sky for those seeking digital media jobs.
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