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On-demand TV is hit with viewers

Television audiences are rapidly adopting on-demand technology as it moves from the PC to the living room, according to figures released by Virgin Media today. More than half of Virgin Media's 3.5m television customers use its on-demand video platform, well ahead of typical uptake of similar services in the UK and abroad, analysts said. Usage grew 33 per cent in the first eight months of the year, with 45m views in August.

While Virgin's broadband and television service is used by only 15 per cent of households, they make up about a third of total viewing of the BBC iPlayer, which can otherwise be accessed only via PCs or mobile devices.

By Tim Bradshaw

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