Sky believes it still has the best on-demand TV product in the UK marketplace, despite a surge of interest in Virgin Media's TiVo-based alternative.

As reported by Broadband TV News, Sky Chief Executive Jeremy Darroch claimed the firm has technological superiority over its rival.

Referring to Sky+, he said the subscription TV and broadband provider has "the best TV product in the marketplace by some way".

"It's always a trap to assume that customers think through the extreme of some technical gizmo, they think across the whole experience," Mr Darroch claimed.

He argued that, in terms of simplicity, ease of use and the customer interface – issues he said "remain fundamental" – Sky+ holds the upper hand over TiVo.

Mr Darroch added that further work on the Sky+ HD box means its efficiency has been increased this year.

"The Sky+ box remains very successful and I’m very pleased with it," he stated.

Earlier this week, Sky reported a 32 per cent rise in profits during the third quarter of 2011, after more customers bundled TV, phone and broadband services between July and September 2011.