TalkTalk has reached a major milestone for its YouView-based TV service - its 500,000th registered customer.
The TV, home phone and broadband provider has attracted half a million viewers in just 11 months since its launch.
According to TalkTalk, this makes its TV service the "fastest growing" in the UK.
Three-quarters of customers are choosing to upgrade from Freeview and Freesat, and a quarter of customers have bought paid-for content via the firm's TV boosts.
TalkTalk said that family entertainment, movies and children’s programmes have proved to be most popular with viewers so far.
Dido Harding, Chief Executive at the firm, expressed delight at the early achievements of the TalkTalk TV service.
"Reaching this milestone in less than a year is a great achievement, but it’s just the beginning," she stated.
"Each week thousands more homes are signing up to YouView from TalkTalk. Customers tell us they love the great value entertainment we offer, plus the flexibility to watch it when and how they want."
Ms Harding added that TalkTalk remains committed to bringing affordable pay-TV to more and more families across the country.
TalkTalk TV launched at the end of September 2012, providing customers with a free YouView set top box worth £299 and the opportunity to enjoy seven-day catch-up services at no extra charge.
Viewers also have flexible access to premium, on-demand content such as Sky Movies and the five Sky Sports channels.
They can sign up for these channels on a month-by-month basis, with no requirement to take out an extended contract.
TalkTalk is one of seven partners behind YouView, the internet-connected TV service which began life as Project Canvas.
The service provider has collaborated with the BBC, ITV, Channel 4, Five, Arqiva and BT on the set-top box initiative.