11.09 Europe/London, August 4, 2011 By Julian Clover

One in four views on the Virgin TiVo platform did not originate from the Electronic Programme Guide.

Publishing its Virgin Media Entertainment Index, the cablenet says that early adopters are instead using the search functionality. Half of the programmes searched for by the 50,000 customers connected on TiVo are not even in the Barb Top 10. However, all will be familiar brands to multichannel TV subscribers.

TiVo users are at least trying the variety of apps available – yesterday a report from Strategy Analytics said consumers were sticking to known brands – 79% of customers using apps during the sample seven days – when they averaged 4.5 app launches per set-top box.

Across Virgin Media’s entire TV subscriber base in the first half of the year, customers made 484 million On Demand views – a 19% increase on the same period of 2010. That year saw 15% higher viewing in the second half, with particularly high viewing in the last three months, which suggests Virgin Media is on track to exceed the predicted one billion On Demand views in 2011.

Top 10 searches on Virgin TiVo boxes.

1. The Apprentice
2. Camelot
3. Doctor Who
4. House
5. Glee
6. EastEnders
7. Dexter
8. Casualty
9. Desperate Housewives
10. Fringe