The BBC reports that it is delighted with the success of its BBC iPlayer service since it launched on PlayStation 3 following the latest firmware update,v3.00.

Figures released by the T.V. company show that PS3 owners now account for 10% of the iPlayer audience, making it the second most popular way to catch up with T.V. shows. While 70% of viewers watch iPlayer on the PC, the PS3 now overtakes the amount of viewers who use the service on Apple computers, which currently stands at approximately 8.5%.

“User response to our new iPlayer for PS3 has been amazing, [it] now accounts for a massive 10 per cent of all iPlayer viewing,” said BBC online media spokesperson, Anthony Rose.

The news follows the revelation that the BBC has been approached by third parties keen to utilise its iPlayer service to show their T.V. shows. Though the BBC is still waiting for approval by the corporation's governing body, it seems like it's only a matter of time before we'll be able to watch rival channels on the iPlayer.

Indeed, at the IBC 2009 event in Amsterdam Erik Huggers, director of future media and technology, confirmed that the company will create an Open iPlayer that will allow the streaming of other companies' T.V. shows from around the world.

“It is not a concept of aggregation, but federation,” said Huggers. “It is about making sure each of the broadcasters around the world can continue to have a direct relationship with their users.”

Huggers points out that ITV's Coronation Street is the most popular searched for show on iPlayer, but will ITV be interested in jumping on board? Surely, it'd be foolish not to.

Anthony Rose from the BBC believes that the updated version of the iPlayer for PS3 is "almost as good as broadcast television."