One approach to studying communications considers the various social uses that people make of media. They may be used to inform, educate or entertain–or simply pass the time, provide a shared experience or a topic of conversation. Understanding how, why, when and where people want to view a particular programme is critical to creating successful services. In the past this has been constrained by the technical channels of delivery. Now we are repeatedly told that people want media on their terms, any time, any place. But simply providing access to programmes on demand is not enough. It is equally important to appreciate what creates that demand.