The major UK broadcasters, BBC, ITV and Channel 4 are to are join forces to launch a joint on-demand service in 2008. The service will compete with new services such as Joost and will offer viewers access to over thousands of hours of current shows and archive material. The Internet based service may have several options streaming, download, rental and purchase and even possible expansion for distribution to other platforms. The broadcasters already have online platforms, 4OD, ITV.com and the BBC's iPlayer.
It is clear that TV is changing and watch what you want when you want is becoming the new paridim and real time viewing less demanding. This could offer the potential for others to compete for those ‘entertainment’ hours or alternatively present the viewer with content overload.