VIRGIN Media customers receiving a "double whammy" free TV upgrades – including brand new channels.
The operator has added Apple TV+ to its Virgin TV 360 and Stream boxes.
Most of Virgin's rivals have already added Apple TV+ to their TV boxes, with experts branding the upgrade long overdue.
Virgin is also adding seven brand new channels to its Stream service in a "double whammy" upgrade.
The seven channels are Legend, PBS, HGTV, TalkTV, Bloomberg and CNBC HD.
Already available on TV360, they are now being added to Stream at no extra cost.
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Customers who pay extra for Virgin's Essential Entertainment plan will also get access to Crime + Investigation.
New Virgin TV and O2 mobile customers can enjoy three months of Apple TV+ for free when they sign up to the service through the Priority website.
Virgin Media's TV boss David Bouchier said: "Virgin TV is the home of great entertainment with all the must-have channels, apps and on demand shows we know our customers love.
"With Apple TV+ now available on Virgin TV 360 and Stream, our customers can enjoy even more unmissable shows and movies all in one place."
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