Virgin Media has launched a cloud-based entertainment service that allows its TV customers to watch shows on their computers, laptops, tablets and smartphones.

Virgin TV Anywhere is available throughout the UK through a fixed or wireless broadband connection and on WiFi.

The service can be accessed on the web by all Virgin TV users at no extra cost, but those who wish to use their mobile or tablet device must own a TiVo set-top box.

Customers can stream live television on their device of choice with a selection of up to 45 channels and 4,000 hours of TV On Demand.

The service also features social media, recommendations and ratings functions.

Cindy Rose, Virgin Media’s executive director of digital entertainment, said: “Virgin TV Anywhere builds upon our fantastic TV service, blending in the best of TiVo and our expertise in broadband and mobile, to bring customers a compelling entertainment experience to enjoy whenever they want, wherever they are.”

A Virgin TV Anywhere app is launching initially on iPad, iPhone and iPod, with Android support to follow in 2013.

Q3 financials revealed Virgin Media has a Pay-TV customer base of a little under 3.8 million.

On Tuesday, the company unveiled a "converged calling" service for its customers.

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