Multi-channel TV reached a milestone last weekend with the latest ratings suggesting that the combined viewing figures for all multi-channel (ie non-terrestrial) stations beat the combined viewing figures of the terrestrial channels for the first time. The likes of Sky One, Sky Sports and MTV hit new viewing figure highs last week, which some industry insiders reckon will threaten the BBC's long term claim to a licence fee and ITV's long term position as the dominant TV advertising platform.
Although BBC1 and ITV1 are still by far the most watched channels (respectively taking 23.9% and 23.8% of audience over the weekend) the latest figures are important because they take into account viewers in the 50% of households that don't have access to non-terrestrial channels. Therefore viewing of the digital channels in multi-channel households is now sufficiently high for that sector to compete across the board - and the sector can only benefit as the Sky and Freeview multi-channel platforms continue to grow in reach.
Among the shows which helped take viewers away from the terrestrial channels were the Manchester United / Arsenal showdown on Sky Sports, the 300th episode of the Simpsons and new Buffy and Angel on Sky One and E4's airing of new Friends a day ahead of Channel 4.