No, the 'apps' available on the unit are determined for each country.
With Smart TVs etc I think Apple are a little slow at getting some obvious candidates for particular countrries (eg iPlayer for UK).
The only thing you can do is to choose to display or hide some apps via Settings>General>Restrictions
iPlayer on iPhone should allow Airplay to the AppleTV - you'd have to check with the Virgin player as many media streaming apps do not allow Airplay for silly reasons.
AC