Channel 4’s teen drama Skins, which proved so popular on MySpace initially, pulled in a sixth of its viewers online for the first episode of its new series, C4 future media director Jon Gisby tells Times Online - 1.35 million by TV, 283,000 on the web.

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It’s hardly surprising for a show such as Skins, but The Times piece hears the view that younger audiences are getting hooked by shows online instead of on TV; Gisby: “This is an audience of people like students that have access to broadband, computers and wi-fi, but do not tend to have access to pay-television and personal video recorders. Doubtless they will watch more conventional television as they get older, but we should not underestimate the degree that these habits will stick.”

But the challenge is profiting from these viewers, who are less tolerant of advertising and so harder to monetise.