BT has chosen a former BBC policy advisor to assist in its development of new broadband offerings, it has been noted.
With an official announcement expected later today, the Guardian reports on the appointment of Simon Milner, which it states will assist the broadband provider in challenging broadcasters such BSkyB, the BBC and ITV.
The convergence market - which combines online and broadcast content - is said to be increasingly crowded, with BT working in conjunction with Channel 4 and ITV to deliver on-demand video content over the web.
Mr Milner commented: "Convergence has been a hot debating topic for at least a decade. For BT and our customers, it's now a reality and it's generating policy conundrums which need tackling."
It has also recently been announced that BT will provide high-speed wireless broadband access in conjunction with On Communications to those attending the upcoming World Cycling Championships at the Manchester Velodrome.
Chris Bruce, BT Openzone general manager, said that the move marked a response to growing expectations of remote connectivity.