A joint project to deliver on-demand TV over broadband has been unveiled by the BBC, ITV and BT.
The hope is that internet service providers (ISPs) will collaborate with broadcasters and digital TV receiver developers on a linked on-demand network.
Mark Thompson, director general of the BBC, explained that the move was to meet the customer demand for more services through their television sets.
Customers would be able to select from a range of interactive content, free-to-air channels and other services, such as iPlayer and ITV Player, through a single unit.
Michael Grade, executive chairman of ITV, said: "This proposal will bring catch-up from the PC to the TV set in your living room, and all for free.
"This makes convergence a reality. It will also future-proof our free-to-air platforms, Freeview and Freesat."
The new project follows a ruling by the Competition Commission that brought an end to another collaborative project, Kangaroo.