Virgin Media's TV customers are embracing the introduction of the ITV player to their service, new figures have revealed.

The TV and broadband provider has revealed that the platform has had over four million on-demand views in its first full month as part of the service, with soaps Coronation Street and Emmerdale proving the most watched programmes.

Overall, Virgin Media's on-demand service enjoyed over 58 million views in March alone and 54 per cent of subscribers have revealed they regularly use the platform.

Katharine Burns Rivington, executive director of content acquisition at Virgin Media, said: "Our customers are choosing their own TV schedules and shifting essential viewing to the time that suits them best.

"On demand is changing the way we watch TV and the success of ITV Player continues to drive the uptake of on demand viewing across our platform."

Virgin Media recently confirmed that it is now offering high-definition content through the BBC's iPlayer service.

Comments (1)

savaged

7th May 2009

200 what about 10?

Virgin Media - moving ahead but not finishing the job first. I don't think I'm alone in having problems getting the bandwidth promised. How about they get what they sell now working before doing the next thing. I've had an average less than 2Mbps since starting to pay for 10Mbps three months ago! Infrastructural issues are the cause according to their technical support team. With no fixed dates promised for correction.
BT sent me a cocky letter when I switch from them to virgin media, saying I'd regret it. Guess what, they were right.

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