Virgin Media is set to create its own original television programmes in a move that will place it directly in competition with rival Sky.
The broadcaster has teamed up with production company All3media to jointly create four original drama series over the next two years, according to the Telegraph.
Sky already commissions its own exclusive TV programmes under its Sky Atlantic channel such as Game of Thrones and Fortitude.
The news comes as Virgin Media looks to drive a resurgence of its pay TV offering, which had fallen in to decline. It is also reported that its Irish arm is in talks to acquire UTV Ireland from ITV.
Virgin Media was taken over by Liberty Global three years ago.