Another big name has fled YouView as Lord Alan Sugar becomes the latest to jump the IPTV ship.
It's not a case of shouting 'you're fired' at a mirror for Sugar at least, with the Amstrad founder insisting that he has completed the job that he was hired to do.
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YouView is an IPTV service that has the backing of seven familiar British partners, including all the terrestrial broadcasters, Arqiva, BT and TalkTalk.
Although it was described to TechRadar a week ago as "a long way from mainstream" by Freeview head Ilse Howling, YouView is claiming to be the fastest growing British platform.
Obviously as a brand new service that's not that bold a suggestion - although YouView does have a bundle of potential and, in BT and TalkTalk, backers that are desperate for it to work.
But for those looking for a spoonful of the Sugar tenure, you'll just have to hope it is featured in the backwards EPG.