Virgin Media is happy to limit the apps available on TiVo, insisting quality is more important than quantity. COO Andrew Barron told analysts: They will be heavyweight apps, not just fodder. It’s easy to publish all sorts of things to it, because it’s got Flash – but we want to the real heavyweights.”

Virgin claimed viewers called up 2.4 million app sessions in November, spending 21 minutes a time. The showcase apps are iPlayer and Spotify, whose content tends to run long.

He revealed half of viewing on TiVo is now carried out through its My Shows section – that is, shows recorded on its PVR and personalised recommendations. Virgin, whose TV box has three tuners for simultaneous recording as well as broadcaster catch-up services, is spearheading a big rise in timeshifting, now showing 90 million VOD views per month from customers.

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