BBC iMP service could "revolutionise broadcasting"

New TV download services such as the BBC's iMP (Integrated Media Player) could "revolutionise broadcasting", the Corporation has claimed.

The service, trialled to a limited audience of 5,000 between November and February, allows users to download copies of selected BBC TV and radio programmes within seven days of their broadcast airing.

Analysis of trial data revealed that participants consistently watched an average of two programmes a week, equivalent to an hour's viewing.

Popular programmes such as EastEnders, Little Britain and Two Pints Of Lager dominated the top five, accounting for a quarter of all viewing in total. iMP also introduced users to new titles, however, with programmes from digital channels such as BBC Three performing especially well.

"Niche programmes that would have struggled in a mainstream linear schedule performed consistently well throughout the course of the trial," said Ashley Highfield, the BBC's director of new media and technology. "The Amazon 'long-tail effect' - seen in the publishing and music industries - indicates that there is a significant value in the broadcaster's archive."

Research also indicated that most viewing took place between 10pm and 11pm, potentially extending the traditional 7pm-10pm peak time by an hour. Highfield added that this "shift" was consistent with separate VOD trials conducted with NTL and Telewest.

The iMP now faces a thorough public scrutiny test before it gets the go-ahead for full roll out.