UK cable provider Virgin Media has unveiled its new “cloud-based entertainment service” Virgin TV Anywhere.

Available online, as well as through tablet and smartphone apps, the service will initially stream up to 45 live TV channels, depending on the user’s home package. Sky Sports and Sky Movies are included, for subscribers to those.

Virgin TV Anywhere will also offer on-demand shows, including access to the on-demand services from Sky, BBC, ITV, Channel 4 and Channel 5, with programmes from Disney and Nickelodeon thrown in for children.

The mobile and tablet app is available now for iPhone and iPad, but Android device owners will have to wait until 2013.

Virgin TV Anywhere’s closest rival is BSkyB’s Sky Go, although the satellite broadcaster has also launched a separate Now TV service focused on movies.