Glasgow, Edinburgh and Dundee will receive access to specific localised content with Virgin also making the STV Player available on its set top box with a commensurate pledge to boost its marketing activity for the STV brand and programming to make viewers aware of the enhanced services.
Simon Pitts, CEO of STV, commented: "We'll be giving our Virgin viewers two ‘firsts’, the launch of STV Player and the launch of all STV regional variants in full HD, allowing Scottish audiences to access our popular shows however and whenever they want them."
David Bouchier, chief digital entertainment officer at Virgin Media added: "It is fantastic news for our customers in Scotland as it will be the first part of the UK where channel 3 will be fully regionalised in HD.”
STV reaches around 3.5m viewers each month with content ranging from Coronation Street to Britain’s Got Talent.
The Virgin Media push follows a decision to take STV2 off-air as part of an online shift.