UK consumers have responded well to the launch of the YouView IPTV service, Lord Sugar has claimed.
The former Amstrad boss - brought in to spearhead the YouView project in 2011 - took to micro-blogging website Twitter to thank customers for buying set-top boxes.
"Getting loads of tweets praising YouView. Seems you're loving it," he wrote.
With a set-top box, TV viewers are able to watch a variety of Freeview and on-demand content, and also scroll back through the previous week's TV content.
The unit - which is supported by a broadband connection - also allows them to pause, rewind and record live television, providing a range of viewing options.
BT is offering a free YouView box to customers signing up for its super-fast Infinity service, while TalkTalk is running the same offer on its Plus broadband packages.
Other UK customers can get their hands of a YouView box for £299.
Both BT and TalkTalk were among the original Project Canvas partners, who began working on the creation of universal IPTV standards in 2008.
Also involved were the likes of Arqiva, the BBC, ITV, Channel Four and Five.