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Consumers are set to migrate to the YouView IPTV service en masse over the next ten years, Lord Sugar has claimed.

The Amstrad founder - made a peer by Gordon Brown's Labour government - believes the new broadband-based service will appeal to UK households which do not currently subscribe for pay-TV.

Speaking to the Daily Express, he said the YouView electronic programme guide - which allows viewers to watch shows already broadcast - will be popular with consumers.

"I think everybody is used to seeing programming guides that go forward but this one goes backwards," Lord Sugar stated.

"If you want to watch EastEnders from last Monday you find it, click on it and off you go. It plays out on your television screen in your lounge and you don’t have to go to iPlayer."

Lord Sugar explained that the "rapid improvements" made to UK broadband services have paved the way for broadband TV services such as YouView to be a success.

"In its infancy we had dial-up and then we got broadband and now we’re getting wider broadband," he said.

"The technology moves on. The bandwidth of the broadband is going to become pretty standard in people’s homes, a very wide band, and therefore leaves itself open to delivery of things like television programming."

The peer said that YouView is "a template of the future television system that’s going to be in everyone’s home".

As many as 15 million UK homes could have a YouView set-top box within a decade, Lord Sugar stated.

Consumers can buy a YouView box for a one-off fee of £299, although broadband provider TalkTalk is offering units for free to households signing up for TalkTalk Plus.

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