Virgin Media has announced the beta launch of its first online and mobile TV player, the imaginatively named Virgin Media Player.

The service will allow Virgin Media customers to access “hundreds of hours” of content from the likes of MTV, Disney and ITV from their computer.

Virgin phone customers will also have access to programming on their phones.

The online service puts Virgin in direct competition with Sky’s very own Sky Player, which allows Sky subscribers to watch the broadcaster’s content on demand and live, including Sky Sports channels.

Virgin Media Player is currently in beta testing, and is only available to Virgin Media customers with a Virgin Media broadband connection.

(Source: Virgin)