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E4 flagship young adults show Skins continues to show the way in online viewing. According to figures released (perhaps that should read 'claimed') by Channel 4, nearly 300,000 viewers watched the (first four episodes of the) show online. When you add in the almost 350,000 viewers who had recorded the show to a PVR before watching, you end up with a time-shifted total challenging the 700,000 who watched it when it was first on on E4.

What's the key to Skins' appeal, that means so many people are watching online? Well, it's clearly in the absolutely key (read: 'younger') demographic that loves to multi-task whilst enjoying their entertainment, and in all likelihood are IMing with their friends as they do so. Add a good pinch of getting-it-right when it comes to Social Media (they pretty much pioneered the UK broadcasters' MySpace activities), and it amounts to a really interesting prospect for kids to check out.

Of course, the show is also absolutely brilliant, with some of the best writing anywhere in the schedule, so that must help too!

Broadcast has more on the numbers.