EastEnders is favourite download in BBC player trial

LONDON - 'EastEnders' was the most watched programme during the BBC's four-month trial of its Integrated Media Player, which gives viewers the chance to catch up on missed TV and radio shows.

'Little Britain', 'Two Pints of Lager and a Packet of Crisps', 'Bleak House' and 'Top Gear' completed the list of the top five most-watched programmes in the iMP trial, which invited 5,000 viewers to access downloadable BBC programmes via their PCs between November 2005 and February 2006.

The service, which is paving the way for the corporation's plans to launch its MyBBCPlayer, will be subject to a public value test and a government white paper later this year.

The BBC trial also found that 74% of people who participated in the trial would recommend it to a friend, with 77% saying they used it to watch a favourite programme they had missed.

Watching at a more convenient time and catching something they had never seen before were other reasons cited.

Ashley Highfield, BBC director of new media and technology, 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."

Those taking part watched an average of two programmes a week with most watching between 10 and 11pm.

"This is equivalent to 6% of a typical household's BBC viewing in a week. Consumption was consistent over the period of the trial, and the iMP appealed equally to men and women," Highfield added.

The BBC says the results of the iMP trial will underpin the development of its MyBBCPlayer, which will aim to offer users live streamed TV and radio, as well as a seven-day catch-up service on all broadcasts.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .

Topics

Market Reports

Get unprecedented new-business intelligence with access to ±±¾©Èü³µpk10’s new Market Reports.

Find out more

Enjoying ±±¾©Èü³µpk10’s content?

 Get unlimited access to ±±¾©Èü³µpk10’s premium content for your whole company with a corporate licence.

Upgrade access

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content