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BSkyB has passed its target of reaching 10 million customers with two months to spare.
The satellite broadcaster, which owns Sky News, announced in 2004 under the leadership of then-chief executive James Murdoch that it wanted to achieve the milestone by the end of 2010.
Six years ago, Sky had 7.4 million subscribers but the business has since grown to include broadband and telephone services.
Customers are also spending more, with HD TV helping to push annual average revenues per user above the £500 mark.
Sky's current chief executive, Jeremy Darroch, told the City: "To be the choice of 10 million families is a big achievement for the whole team at Sky.
"It's the result of a constant appetite for change and years of hard work behind the scenes to give our customers a great entertainment experience.
"But perhaps an even bigger achievement is the transformation of our business, which means we now have more ways to grow than ever."
Mr Darroch faces challenges ahead, notably the proposed takeover of BSkyB by Rupert Murdoch's News Corporation.
It is currently being considered by both the European Commission, on competition grounds, and by the media regulator, Ofcom, which is examining whether media diversity would be harmed.
In an interview with the Financial Times, he dismissed any suggestion he might leave Sky if News Corp's bid was successful, saying he and his management team are dedicated to running the business.
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