BBC iPlayer, currently available as a PC-based offering, is set to launch on Virgin Media's on-demand service in April, marking the first time that the service will be available via TV sets.
Meanwhile, according to agencies, Channel 4 is presenting its plans for the May launch of 4oD on Virgin Media's platform.
Channel 4 is expected to offer advertisers the opportunity to carry ads on a pre-roll, post-roll and sponsorship basis.
About 1.5 million of Virgin Media TV's customers now use its VoD service on a monthly basis.
A Virgin Media spokesman said he expected the Virgin on-demand service to be further developed to make the content easier to navigate.
Meanwhile, Five is in talks with BT Vision, Tiscali and Virgin Media to launch its revamped Five Download on-demand service on their respective digital TV platforms.
Rhys McLachlan, head of broadcast implementation at MediaCom, said: "VoD on TV makes complete sense. We know from Sky's Anytime service that proper TV VoD is well-received by consumers. From our perspective, it is good news."
McLachlan added that the development of VoD services on pay-TV platforms such as Virgin Media would boost consumer demand for pay TV.
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