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TalkTalk added another 167,000 TV subscribers during the third quarter of 2013, taking the total to 557,000.

The service provider claimed TalkTalk TV "continues to be the UK’s fastest growing TV service", with more households embracing the YouView-based platform each week.

It said demand for TalkTalk TV accelerated despite "unprecedented levels of advertising and promotional activity" from rivals such as BT, Sky and Virgin Media. 

"This is strong testament to the growing appeal of our compelling value proposition, aimed primarily at Freeview users," TalkTalk said.

During Q3 2013, the firm launched a second television and broadband bundle - Essentials TV - to complement its existing Plus TV package.

Priced at £7.50 per month, the entry-level deal includes a smaller, lower-cost YouView box which allows users to pause and rewind programmes, and access on-demand content, but does not offer recording facilities.

TalkTalk explained that Essentials TV is aimed at customers who do not currently subscribe to any pay-TV service, but want to upgrade from Freeview and gain the benefits of catch-up services such as ITV Player or BBC iPlayer.

"With the launch of Essentials TV, our TV proposition is now accessible to all our customers and we expect it to help drive a significant acceleration in TV net adds," the firm stated.

TalkTalk said it expects to have a TV subscriber base of nearly one million customers by the end of the 2013-14 financial year.

Dido Harding, Chief Executive at the service provider, claimed TalkTalk is "delighted" with the progress it has made over the last two quarters.

"We are increasingly confident about the opportunity we have to deliver sustainable growth by bringing affordable connectivity and innovative new products to Britain’s consumers and businesses," she stated.

"Sustainable revenue growth, a scale TV business and our proven ability to simplify the business to improve our customers’ experience will create a more profitable [company]."

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