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Greg Grimmer explains how and why Channel 5 has become a credible UK commercial partner to brands and advertisers despite the odds…

As usual, Friday night was all about the soaps with Coronation Street offering viewers a double bill and EastEnders getting into the weekend party mood. The first episode of Coronation Street (ITV1, 7:30pm) managed 7.7 million as the salon situation escalated and David Platt stepped up his legal game, securing a 38% audience share.

Coronation Street pulled in the highest number of viewers on Thursday night, winning a 34% audience share for ITV1.

The second episode of the new series of The Apprentice (9pm) secured BBC One the biggest audience of Wednesday night, netting a 27% audience share.

Social TV is a “massive opportunity for the mobile market,” according to Steve Parker, managing director, MediaVest UK.

Xbox Live members are now spending more time watching TV, music and films on the Live platform than playing multiplayer games.

ITV is expected to launch its own paid-for video-on-demand service in the second half of 2012.

Raymond Snoddy on cable television and its ability to fulfil its potential but is yet to serve a “knock-out” blow to satellite and the latest piracy allegations from the UK and Australia levelled at News Corp.

A new comedy drama written by Kay Mellor netted a 22% audience share for BBC One at 9pm.

Channel 5 has announced that it has retained the rights to the extended exclusive highlights to England home internationals in Cricket and that there will be a second Celebrity Big Brother this summer.