The seven Project Canvas partners have announced the name of the new IPTV brand set to bring free-to-air internet-connected TV service to UK homes.
YouView will combine TV, on-demand and internet content, delivered to households from 2011 through a set-top box and broadband connection.
Richard Halton, who previously led the BBC's Corporate Strategy team, has been named as the Chief Executive Officer of YouView TV Ltd, the company now responsible for driving the initiative.
A former Freeview board member, he has been responsible for directing Project Canvas – which also includes ITV, Channel 4, Channel Five, Arqiva, BT and TalkTalk – since the start.
Mr Halton said the YouView team was creating "an exciting consumer brand" which will stand for a better TV experience for UK homes.
"Connected TV creates all kinds of creative possibilities, for existing networks as well as local services and new developers of interactive applications," he commented.
When YouView launches in the new year, it will introduce a programme guide which goes backwards as well as forwards, enabling viewers to check content they have missed.