Virgin Media claims TiVo is changing viewing habits
The cable company's TiVo subscribers are relying less on the electronic programme guide for navigation.
Virgin Media has noted a "marked shift" in the way its subscribers are tracking down their favourite stations and shows.
According to the cable company's latest study into entertainment trends, 25 per cent of channel views made by its TiVo customers did not start from the electronic programme guide (EPG).
Instead of browsing the EPG, the TiVo service allows viewers to find what they want to watch by using the intelligent search feature, which brings up suggested content as they type in their preferences.
Other digital platforms rely solely on the EPG for navigation.
The most searched-for term by Virgin Media TiVo subscribers was found to be The Apprentice, followed by Camelot, Doctor Who, House and Glee. Other programmes to make the top ten include EastEnders, Casualty and Fringe.
Cindy Rose, executive director of digital entertainment at Virgin Media, said: "There's such a vast world of great entertainment that it's exciting our early adopters are already exploring what the TiVo service can do."
As of July 26th 2011, approximately 50,000 households were signed up to the broadcaster's TiVo product.
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