Internet service provider (ISP) Virgin Media is aiming to capitalise on the delayed launch of the YouView IPTV project.
The ISP is aiming to bring its own Tivo-powered broadband TV service to the market in 2011, ahead of the joint venture involving BT and TalkTalk.
Neil Berkett, Chief Executive of Virgin Media, told the Financial Times that the ISP would look to take advantage of any delay in competitors' products.
"The way in which customers are watching their entertainment is changing and we're at the leading edge of that," he stated.
Mr Berkett claimed that Virgin Media has already received 50,000 pre-registrations for its own broadband TV service, which will enable consumers to watch internet-delivered television in their own living rooms.
YouView – formerly known as Project Canvas – had been scheduled to launch this year, but Richard Halton, the venture's Chief Executive, said "scale and complexity" issues had forced the timescale to be pushed back.