Exclusive channels such as Sky Atlantic HD and 3D TV, have helped tempt a record number of British TV viewers to sign up to Sky HD TV.

More than three and a half million people subscribed to the HD package from satellite TV provider Sky in 2010 – an increase of 68% on the previous year.

Sky provides more HD channels than any other digital TV provider. It also offers a dedicated 3D TV channel which has attracted 70,000 new UK customers since its 1 October launch.

Jeremy Darroch, chief executive of Sky, said: "Next week, customers can look forward to the launch of Sky Atlantic, a premium channel featuring outstanding entertainment from the US and the UK, available to Sky TV customers at no additional charge".

He added "later in the year, we will launch a new service, Sky Anywhere, to make it easier for customers to enjoy our programmes wherever they are".

Sky customer numbers reached 10 million in October last year, while these new results also showed that 24% of customers now bundle their digital TV service with a home phone package and broadband.