ITV improves Virgin catch-up view

By Julian Clover | May 4, 2009

Virgin Media says the first full month of ITV programmes on the cablenet’s on demand service brought in four million views to the TV platform.

According to Virgin there were 58 million views to on demand in March, up from 56 million in December. 54% of Virgin Media’s TV customers now regularly watch the VOD service.

In contrast the number of views to the TV version of the BBC iPlayer, exclusively available to Virgin Media subscribers, actually went up in March. According to the BBC, another 700,000 views were added in March compared to the previous month, bringing the total to 14.8 million views.

The most popular ITV programmes were Coronation Street, Emmerdale, The Jeremy Kyle Show, Dancing on Ice and Ant and Dec’s Saturday Night Takeaway. The inclusion of the confessional Jeremy Kyle at third on the list is particularly interesting given the show’s linear transmission goes out on weekday mornings.

ITV content sits within the TV Choice section of Virgin’s on demand platform. In addition to 40 hours of catch-up drawn from ITV1, ITV2, ITV3 and ITV4, archive programmes such as Auf Wiedersehen Pet and Cracker are also available.