Virgin Media is promising TV subscribers that they will be able to use new apps from BBC Sport and News to watch interactive programming for the first time next year.
Under the terms of the deal with the BBC, subscribers of Virgin's TiVo interactive TV service will use "red-button" technology on the remote control. It will mean viewers can watch a live event with multiple video streams, as well as accessing other interactive and catch-up content from BBC Online.
The forthcoming BBC Sport app, which has yet to launch, is set to carry extra live programming from the Olympics, Euro 2012, Wimbledon and Formula One.
Unlike Sky, Virgin is an "open" platform, which means the BBC apps will be integrated into the main TiVo menu.
Virgin has already had the BBC iPlayer catch-up service on its pay-TV platform since 2008.
Cindy Rose, executive director of digital entertainment at Virgin Media, said TiVo viewers want "a whole world of catch-up, on demand, HD, 3D and live TV content".