Virgin Media’s cable TV customers viewed more 500 million pieces of broadband video content last year, with the BBC’s iPlayer accounting for almost 20 per cent of programmes watched.

The cable TV company said its on-demand TV service, which is accessed by 52 per cent of its 3.5 million subscribers, had 516 million views of content in 2008. The BBC iPlayer catch-up service notched up 95 million views from launch on Virgin Media interactive TV service from late May to the end of the year. The ITV Player will soon join the service.

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