Comcast announced that more than one billion programs have been viewed on the company's On Demand service to date this year - well ahead of expectations that it would hit that mark by the end of 2005 - reports MediaBuyerPlanner.

That news follows recent reports that some networks could launch prime-time entertainment shows to VOD platforms as early as next summer and almost certainly by the start of the 2006-07 season.

Last year, Comcast customers viewed 567 million video on demand programs. "One billion views in less than 10 months proves that On Demand is transforming the way people watch TV," said Page Thompson, vice-president and general manager of Comcast On Demand.

Comcast has more than 3,800 programs available any time customers want to watch them. In Comcast's most mature VOD markets, more than 75 percent of digital cable customers have used the service in the previous 90 days. On average, homes with On Demand use the service more than 20 times per month.