Consumer device manufacturers have given their backing to the goals of IPTV initiative Project Canvas.
More than 40 individual firms have expressed their support for the scheme, which is designed to bring standards-based, broadband-connected TV devices to the market in 2011.
Among the firms to have offered support to the project include set-top-box, internet-enabled TV and recorder manufacturers.
Richard Halton, Director for Project Canvas, said the response from industry has been "phenomenal" and "a great endorsement" of the open approach to partnerships being taken.
"Consumers need the assurance that they will get the best experience, whatever device they buy," he stated.
"This industry engagement programme will ensure that high standards of quality will be deep rooted throughout all of our supported products. We look forward to working with further manufacturers as we roll out more phases of this programme."
Internet service providers BT and TalkTalk are among the companies currently participating in the initiative, which was recently boosted by the return of Channel Five to the fold.