BSkyB hits the magical 10 million mark

BSkyB, which provides pay-TV, broadband and telephony, set the target in 2004, to initial scepticism from analysts who thought it would be too tough. "To be the choice of 10 million families is a big achievement for the whole team at Sky," Chief Executive Jeremy Darroch said in a statement.

"Sky has always been a forward-looking company and we will push on from here by continuing to invest in content and innovation.

"That's the best way to satisfy existing customers and create new reasons for people to join in and take more from us."

It has extended its offerings in recent years to cover high definition television, broadband and home phone services and most recently 3D viewing.

In a statement, BSkyB said: "Around a third of customers have now upgraded to high definition TV while almost a quarter take Sky's broadband and home phone services as well as TV.

"Last month saw the launch of Sky 3D, Europe's first in-home 3D channel, and the new on-demand service, Sky Anytime+.

"Early 2011 will bring more great content to Sky customers, with the launch of a brand new channel, Sky Atlantic HD, the exclusive home of new HBO content and Mad Men in the UK."

BSkyB is in the middle of a possible takeover after its major shareholder News Corp offered to buy the 61 per cent of the company it does not already own.

British communications regulator Ofcom last week invited comments on the planned acquisition by Rupert Murdoch's News Corp as it examines whether the proposed 7.8bn takeover would be in the public interest.