Virgin Media (News - Alert) has added YouTube as a channel within its electronic programming guide, so that its TiVo customers can access some over-the-top (OTT) content along with traditional linear broadcast channels.??

Virgin Media has also integrated YouTube clips and channels in TiVo’s (News - Alert) ‘My Shows’ and ‘Search and Browse’ areas. The app is free to access.

“As the first and fastest growing next generation TV service, Virgin Media TiVo is transforming the way we watch television,” said Peter Chapman, associate director of content acquisition at Virgin Media. “The distinction between different types of entertainment – from channel schedules to on-demand TV, from linear broadcasts to online content – is blurring all the time. By giving YouTube (News - Alert) a place in our channel listings we’re breaking the mold of the traditional EPG and giving our customers even more choice in how they can watch the great content on our platform.”

The free app can be launched by scrolling through the channel listings and selecting number 198.

The integration is a good way to reach out to new potential viewers, according to Virgin. “We’re always looking for new ways to bring the exciting content generated by our creator community to viewers and are delighted that the YouTube app now has a place in Virgin Media’s channel listings,” said Francisco Varela, global director of platform partnerships at YouTube.