Sky does not in any way feel affected by the presence of Netflix in the UK marketplace.

At the same time, said Andrew Griffith, CFO and MD, commercial businesses and executive director, BSkyB, sees video consumption via 4G as a great opportunity.

Griffith, who was speaking in a panel discussion entitled The end of TV as we know it?, added that Sky has significantly broadened the way viewers interact with its services.

Indeed, today it in effect has 27 million addressable homes in the UK and Ireland, with its services being distributed on a number of platforms including cable, YouView and Vodafone (4G).

Commenting on Netflix, Adrian Letts, MD, movies and TV, blinkbox, added that it is likely to result in greater windowing on TV – something that is already being seen on HBO.

Blinkbox believes there is an opportunity in the first window.

Ralph Rivera, director of future media, BBC, meanwhile said that internet OTT global channels are now a reality and that Netflix is affecting consumer behavior around video, in such areas as binge viewing, for instance.

It should be given credit for driving such behaviour.

Darren Childs, CEO UKTV, spoke about VOD being disruptive in a positive way in the UK market.

Although live viewing is still very popular, VOD has turned into a revenue opportunity.