Virgin Media has given its YouTube app on the company's TiVo box its own channel. Go to channel 198 now and you'll get a portal to zip straight through to YouTube without having to hunt it down in the app section of the menu system.
Unfortunately, that doesn't mean you will get links within the channel listing itself. But it does make access that bit easier. In addition, the service has been more deeply ingrained in the Search and Browse and My Shows areas.
It is free to access for all TiVo customers.
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"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," says Peter Chapman, associate director of content acquisition at Virgin Media. "By giving YouTube a place in our channel listings we’re breaking the mould of the traditional EPG and giving our customers even more choice in how they can watch the great content on our platform."
Whether other apps could find their way on to Virgin Media's EPG is yet to be seen.