Sky+ could be the beginning of the end for traditional TV

It could be the beginning of the end for the traditional TV channel.

Sky has admitted that half of the viewers of its new Sky Atlantic channel are not watching programmes live.

Instead, they are using Sky+ boxes to 'timeshift' shows, recording them and watching them later.

Experts say the move could eventually kill the traditional TV channel as more and more consumers buy TV boxes that can also record ahead of the capital switch to Digital TV next year.

"There's a big shift away from traditional TV channels," said Stuart Miles, editor of gadget web site Pocket Lint.

"As our lives get busier we don't want broadcasters to decide when we watch things.

People want to record the shows they like, and watch them whenever they want. Sky Atlantic is a great example, as the shows they have are box set fodder - which are perfectly suited to recording and watching whenever you want."

Experts believe the popularity of services such as the BBC's iPlayer, and Channel 4's 4OD, which today launched an iPad version, are also making traditional TV channels irrelevant.

"Live channels are really just becoming a way to advertise shows to people," said Mr Miles. "If they see an ad for a show they like, they will record the series and watch it in their own time."
Sky chief executive Jeremy Darroch said: "The fact a lot of the viewing is time-shifted is very encouraging. It's the sort of content that people don't want to miss."

Darroch said new drama Game of Throne had got a record audience for Sky Atlantic but the broadcast of old shows such as The Sopranos was also proving popular. "I missed it myself the first time around. Customers like access to these HBO originals."

Sky also said it now has 3.7 million HD customers, an increase of nearly 50% in the last twelve months.