Virgin Media announced that it is launching Netflix on its TiVo boxes today, making the app available to its over 1.8 million homes in the UK.

The deal between the two companies was announced in September, making it the first time Netflix has ever been available on a cable box.

Virgin customers are being offered a six-month gift subscription to Netflix, but they do need to actually subscribe to Netflix separately. The deal just puts the app on the devices. It doesn’t just give customers Netflix for no additional charge.

For Netflix, it’s a device availability play more than anything. It does, however, also represent the first experiment of packaging the service with traditional cable. This is something that Netflix has been said to be in talks with providers in the U.S. about as well.

Netflix global head of business development, Bill Holmes, said, “By partnering with Virgin Media we’re bringing an amazing Netflix experience to millions of TV fans and movie lovers.”

“With the addition of our Netflix app, Virgin Media customers have an unbeatable line-up of movies and TV series to choose from,” said Virgin Media COO Dana Strong. “Whether it’s part of a subscription or pay-per-view, Virgin Media TiVo will help you find everything from the classic gem you’ve always wanted to watch to this summer’s biggest hits, all seamlessly integrated for simple, easy viewing.”

“People love watching with Virgin Media TiVo and we continue to lead the way as the fastest growing pay TV service in the country,” Strong added. “In two years, 1.8 million homes have signed up to Virgin Media TiVo and what we believe is the best way to watch television.”

Users will find Netflix in the Apps & Games section of their TiVo devices. The roll-out is currently underway, and should be completed by November 15th.

Image: Virgin Media