Consumers have responded very positively to the launch of TalkTalk's television service, which is based upon the YouView IPTV platform.
This is the view of Laurence Miall, Director of TV at the broadband provider, who said that "every minute of every day", another customer is taking TalkTalk TV.
"With 10,000 set-top boxes being installed every week, at the start of January we had 80,000 Plus TV customers - enough to fill up the Olympic Stadium in London," she noted.
Ms Miall said that in the months since TalkTalk started offering a free YouView box - worth £299 - to every Plus TV customer, the firm has been asking early adopters what they think of the service.
She noted that the early feedback has been "excellent".
Some 80 per cent of consumers surveyed said they were using TalkTalk TV as their main television service, Ms Miall revealed.
"Customers love the on-demand content in the TalkTalk Player, as well as the ability to catch up on programmes from the last seven days, record programmes and pause live TV," she added.
Ms Miall explained that the firm has been rolling out improvements to the TV service, with software updates making it possible to pause and rewind live channels in the TalkTalk Player.
Viewers can also take advantage of a faster start-up when turning the set top box on, she said.
And YouView has released an app for iPhone and iPad users, making it possible for viewers to browse the programme guide and set recordings remotely.
"We have big ambitions for TalkTalk TV," Ms Miall stated.
"It already includes unlimited access to more than 4,000 TV box sets and shows on demand, free of charge, and we expect a host of new content providers to join the platform as it grows."