Subscription TV and broadband provider Sky feels it still has the edge over its main digital rival Virgin Media, despite the latter's new IPTV on-demand unit.
Despite the recent launch of the latter's TiVo-powered set-top box, Sky's Director of TV Product Development Brian Lenz believes his firm has little to worry about from the competition.
Speaking to Pocket-lint, he claimed the features offered by the TiVo box may appeal to high-end "super-viewers", but will do little to add to the enjoyment received by ordinary TV customers.
"It will certainly give us some things to think about, but all those things we've looked at, but you have to ask whether they are mass market and whether your average viewer wants them," Mr Lenz said.
Referring to the TiVo box, he commented: "It's a pretty expensive box that you don't own. And we still have the content range."
Mr Lenz commented that both firms would continue to innovate within this marketplace, but expressed the view that Sky's subscription TV products are "superior across all dimensions".
However, Virgin Media may claim to hold the upper hand in the broadband market at present, with its new fibre service now offering speeds of up to 100Mb in some locations.