Many UK household with Freeview TV services are set to gain access to a host of new television channels, it has been revealed.
A new service - Connect TV - has launched offering 45 new channels to homes with a compliant Freeview device.
The IPTV platform, which uses consumers' existing broadband connection, will deliver sports, foreign language and news channels through the existing TV menu or Freeview Electronic Programme Guide.
Viewers will be able to take advantage of live streaming and on-demand content.
Phil Walder, Managing Director of Connect TV, said the service responds to consumer desire for more content choice and increased interactivity at the touch of a button.
"We are able to give consumers a wealth of extra free and paid content without forcing them to leave the familiar surroundings of their main TV screen and Freeview menu or buy a new TV service or device."
He added that, through the Connect TV platform, broadcasters, content owners and consumer brands can reach millions of Freeview viewers at low cost in "a simple, powerful way".
"The economics of our delivery means that niche channels can be on the same menu as the UK's most watched TV channels," Mr Walder stated.