As more broadcasters offer a high definition version of their channels, the race is on to carry them and when it comes to the terrestrial TV channels, it seems that consumers are reluctant to pay for this content.
It seems that Virgin Media is interested in pushing the HD boundaries further by offering the VM HD V Box with free access to the high definition channels on the platform.
This is a direct assault on BSkyB, which still charges £10 per month for the Sky HD TV service.
The Virgin Media HD V Box, which is built by Cisco, offers similar specs to the Sky+ HD set top box and even includes a power saving function that could cut power use by up to 95 per cent.
The V Box has a starting price of £49 as well as an installation charge of £35.