Viewing behaviour

The service, which was trialled between November 2005 and February 2006, allowed users to download copies of selected shows within seven days of being broadcast.

Participants consistently watched an average of two programmes a week - equivalent to an hour's viewing.

EastEnders was joined in the TV top five by Little Britain, Two Pints Of Lager and a Packet of Crisps, Bleak House and Top Gear.

Mr Highfield said: "This research gives us the first glimpse into viewing behaviour in the on-demand future.

"It provides the first significant clues as to how TV programmes over the internet could revolutionise broadcasting, and prompt a wider, cultural shift in television consumption.

"Niche programmes that would have struggled in a mainstream linear schedule performed consistently well throughout the period of the trial.

"While the top five programmes accounted for a quarter of all the viewing, some niche programming performed disproportionately well."

Research also showed that most viewing took place between 10pm and 11pm. The traditional peak time is between 7 and 10pm.

The most common reason for using the iMP was when a favourite programme had been missed.

The launch of the internet TV player MyBBCPlayer - which is pencilled in to launch at the end of the year - will be subject to the necessary public value test and approvals as outlined in the Government's White Paper on the BBC Charter.