Virgin Media has launched a new entertainment platform which it claims is its most advanced and innovative TV service ever.

Virgin TV 360 includes features such as voice search and control, a new user interface and third party video apps like Netflix and YouTube.

It also offers catch up functionality, as well as access top box sets, movies and recordings. 

Additional mini-boxes can be used to bring the service to additional rooms and there is also an app that allows users to consume mobile content on the move.

Six channels can also be recorded while a seventh is being watched.

The company also claims the box consumes 64% less energy than the old Horizon set top boxes.

Virgin Media is locked in a stiff competitive battle with other operators such as eir, Sky and Vodafone, who all offer similar connected platforms.