Virgin Media has already signed up 75,000 customers to its TiVo-powered IPTV service, it has been reported.
The broadband provider's On Demand television platform has proved extremely popular with consumers in 2011, clocking up 484 million views in the first half of the year.
This represented a 19 per cent increase on the equivalent period in 2010, demonstrating the boost provided to subscriber levels by this year's TiVo upgrade.
Some 258 million hours were watched using the On Demand service between January and June, with The Apprentice, Camelot and Doctor Who the most popular shows.
Completing the UK top ten were House, Glee, EastEnders, Dexter, Casualty, Desperate Housewives and Fringe.
Meanwhile, apps – introduced from the likes of YouTube and Twitter - were accessed on average 4.5 times a week, and by 79 per cent of all set-top boxes.
Cindy Rose, Executive Director of Digital Entertainment at Virgin Media, said the firm is on track to exceed the predicted one billion On Demand views in 2011.
"TV will never be the same again," she commented.
"Our TiVo service takes television viewing to another level by seamlessly combining traditional channels and on-demand with the best of the web, making it easier to find and uncover amazing programmes."
Ms Rose explained that the discovery tools for the next generation will be search, browsable collections and recommendations.
"It's exciting that our early adopters are already exploring what the TiVo Service can do and we'll continue to refine and build upon our lead in connected TVs," she stated.