Who will win the battle to provide the best TV on demand service in the UK in coming months? Virgin Media has laid down the gauntlet with the launch of Virgin Media Player beta.

If you have a Virgin Media XL cable TV package and any broadband connection with the provider, you’ll be able to get a look at the hundreds of hours of content Virgin Media has made available for this trial.

If you sign up you will be able to watch some of your favourite tv shows online or even on your mobile phone for up to an hour a day, without being charged anything for the privilege.

The Virgin Media Player beta has been launched in direct competition to Sky Anytime+, a similar service which hits the market later this year and also lets subscribers view content via the web.

This all looks as though things are heading for a showdown between the two companies and, although it’s too early to tell who out of the pay TV providers will come off best, it looks to us as if the Virgin Media Player will reach a greater number of customers.

While Sky’s offering which will include around 500 movies is only going to be available to those with an HD subscription, Virgin Media’s on demand service can be viewed by XL TV customers without this facility.

It is For this reason that Virgin Media has that extra edge at the moment, and it does not look like its coming to an end anytime soon.

Incoming TV searches:

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