A new UK research has revealed that viewers want to see more drama and documentaries rather than reality and celebrity shows on television.
A joint survey conducted by SeeSaw.com and Radio Times questioned as many as 2,000 people.
It found that nearly a third of viewers (31 per cent) want more drama, while 30 percent would prefer more documentaries.
Just two percent of those polled said they wanted more celebrity content, and three percent wanted further reality TV.
A total of 44 percent said 'Big Brother' was the show they were most likely to avoid, with the 'X Factor' landing 6 percent of the poll.
'Top Gear' was named the favourite show.
The study also looked at TV consumption and identified changes in the way people now view their programmes.
It found only 29 per cent of students watched shows mainly on live TV, while 56 per cent said they watched their shows online.
Just over a third of all those who took part (34 per cent) said they now watched their favourite shows online.
"The nation's hunger for great television is insatiable," the Scotsman quoted John Keeling of online TV service SeeSaw as saying.
"Viewing across the board is in robust health but scratch the surface and a quiet revolution is taking place. Whilst the nation continues to watch fantastic shows like 'Doctor Who' and 'Top Gear', a new generation of fans are enjoying these shows online," he added.
Ben Preston, editor of Radio Times, said: "Television isn't a passive activity any more. We hunt down what we want to watch, gather great shows we've missed and chat and joke about what we've seen - whether friends and family are sitting next to us or are online thousands of miles away." (ANI)