The broadband supplier has announced that it was planning to work with TiVo, its new partner to materialise a converged broadband and television interactive interface, which would don a crucial role in its high-definition, next generation set-top boxes.

It is expected that the proposed technology that converges broadband and television services in a single interface would help in converting the devices into a one-stop outlet for home entertainment with access to on-demand content, live TV and online videos.

According to Neil Berkett, Virgin Media‘s chief executive officer, the broadband providing firm’s strategic alliance with TiVo would bear similar impact on the television market as the ISP has had on broadband. He added that the superiority of their fibre optic broadband network, combined with the capabilities of TiVo would allow them to offer their customers the most compelling as well as advanced TV service available in the United Kingdom.

The UK internet service provider that has emerged lately as a leading competitor to BT‘s cable broadband market, had confirmed recently its launching dynamic advertising on its on-demand television platform.