The proportion of its subscribers accessing Virgin Media's on demand service has passed 50% for the first time. Virgin announced that the number of views had increased from 34 million in January to 45 million views in August 2008. The figure compares favourably with other international providers such as UPC Netherlands, which has reached 40%.The figures have been boosted by the launch of the cable version of the BBC iPlayer. The iPlayer averages 11.5 million views per month on Virgin and represents a third of the BBC catch-up service's views overall."We are clearly on the precipice of some fundamental changes in the way people watch TV," said Neil Berkett, CEO of Virgin Media. The giant leaps we have taken, this year alone, show how popular on-demand viewing has become and as we continue to add compelling programming and develop innovative new way of accessing it, we will certainly enter a new era of television."…..