Virgin Media, a fibre optic broadband provider, announced that the company is planning to launch a new online service which will allow subscribers to access content on demand. Virgin said that the new multi platform video on demand player will be launched by the end of 2010.

This new video on demand player will give competition to the rivals like BBC iPlayer and Sky Player.

Alex Green, Virgin Media's executive director of TV and online, said that the new player will be called Virgin Media Player. He said that this player will give access to a range of content via online and mobile devices. Mr. Green provided this information while addressing to the IPTV World Forum in London.

"We'll be launching this year our player. This will deliver a super high-quality click-to-watch experience for our subscribers to see their favorite on-demand shows online and on their mobile," said Mr. Green.

Virgin also said that this service will provide access to premium content over any broadband connection. The company said that there are possibilities that Virgin Media Player could support access to the operator's high definition content and channel portfolio.