After a slow start, BT is now making "real progress" in the subscription TV market, it has been claimed.
Marc Watson, Chief Executive of BT Vision, claimed that more consumers are recognising the benefits of bundling their broadband, phone and TV services with the provider.
"It takes a while when you are a telecoms company like BT, where customers have a very fine idea of what you offer, to persuade them to look at you for other services like entertainment," he told Reuters.
Mr Watson said that this "does not happen overnight".
"What we are seeing are the first signs that we are getting traction and that we are making real progress," he stated.
"After the last 12 months, in a challenging market, we have been the fastest growing TV service in terms of net adds, because we offer something a bit different and our credibility is growing."
BT Vision has more than 700,000 customers, with the firm's TV base having risen by 23 per cent during the last 12 months.
The firm's TV subscriber base is still dwarfed by those of Sky and Virgin Media, but the acquisition of live Premier League football rights could see more households sign up for a BT TV and broadband package in the future.