MUMBAI: Almost half of Europeans are already watching television shows through their broadband internet connections, a new study has revealed.

In a study of 2,500 broadband users across the UK, France, Germany, Italy and Spain, 45 per cent said they frequently watch TV over the internet and this figure is set to grow over the next few years as major broadcasters continue to digitise their material.

The French were the most demanding for online content, followed by the Brits in second place and Italians in third in the research by Motorola.

The TV itself is evolving, according to the study, becoming an interactive entertainment and communications tool. On average users are now connecting three devices to their TV sets, and close to a third of all Europeans are attaching a digital camera to download and view photos.

45 per cent of Europeans believe they will be making video calls using their TV by the time the 2012 Olympics are on.

Motorola notes that the results show that viewers across Europe are no longer satisfied with fitting into schedules dictated by broadcasters and are turning to the choice and flexibility offered by TV over the internet.

What is being seen is a nation of citizen schedulers who are in control of their entertainment, allowing them to watch what they want, how and when they want it.

57 per cent of respondents want the ability to go online via the TV set during a live broadcast, for example to get sports statistics during a match or check out retail stores for fashion show items

35 per cent of viewers want the ability to pause, fast forward or rewind live broadcast programming