Coronation Street has taken three prizes at the National Television Awards, with none for rival EastEnders.
Coronation Street star Sam Aston, 11, was named best newcomer
The ITV soap was named most popular serial drama in the TV viewers' poll.
Eleven-year-old actor Sam Aston and actress Suranne Jones also won prizes for Coronation Street, named best newcomer and best actress respectively.
Men Behaving Badly star Caroline Quentin received a career recognition award while BBC Three series Little Britain was named best comedy.
David Walliams, who co-stars in Little Britain with Matt Lucas, said: "It feels wonderful and very unexpected as well because we are just a little show competing against well-established shows so I'm guessing that people who like us must really like us."
Sir Trevor McDonald hosted the 10th annual award ceremony at the Royal Albert Hall in London.
Chancellor Gordon Brown presented an award to England rugby union star Jonny Wilkinson for television coverage of last year's Rugby World Cup victory against Australia.
ITV's The Bill beat Five's CSI to take the most popular drama title
Brown described England's rugby win as "a national success that reverberated all around the world".
Actor David Jason was named most popular actor for the third time in four years, for ITV drama A Touch Of Frost.
Five secured its first nomination for CSI: Crime Scene Investigation in the most popular drama section, but lost to ITV's The Bill.
Presenting duo Ant and Dec's Saturday Night Takeaway beat veteran TV host Bruce Forsyth in the entertainment category, where Forsyth had earned his first National TV Awards nomination for Strictly Come Dancing.
There was disappointment for EastEnders, which competed against Coronation Street in four of the 14 categories but won nothing.
The ceremony was momentarily interrupted when a semi-naked man invaded the stage as reality TV stars Ozzy and Sharon Osbourne presented an award.
The results were based on more than one million public votes cast via the post office, Heat magazine, the Sun newspaper, telephone and email.
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National Television Award winners 2004:
Most popular actress - Suranne Jones
Most popular actor - David Jason
Most popular factual programme - Wife Swap
Most popular drama - The Bill
Most popular quiz programme - Who Wants To Be A Millionaire?
Most popular newcomer - Sam Aston
Most popular entertainment presenters - Ant and Dec
Most popular daytime programme - This Morning
Most popular comedy programme - Little Britain
Most popular entertainment programme - Ant & Dec's Saturday Night Takeaway
Most popular reality programme - Big Brother
Most popular sporting moment - England's Rugby World Cup win
Most popular serial drama - Coronation Street
Recognition award - Caroline Quentin