The launch of the YouView IPTV service should help TalkTalk attract and retain customers, it has been suggested.
Dido Harding, Chief Executive of the service provider, suggested that the firm will be able to launch quad-play broadband bundles.
She said the firm's services will appeal to consumers who do not want to pay for premium sports contracts, "but just want to have a bit of extra TV".
"This is us doing something that is disruptive again," Ms Harding told the Telegraph.
"Whilst Sky and BT are trying to outbid each other for Premier League rights, I can focus on a different set of customers."
She claimed that the launch of YouView - a joint venture involving BT, TalkTalk, Arqiva and a number of major broadcasters - will be "genuinely transformational" for British mass market TV.
Boxes will be available off-the-shelf for £299, however consumers signing up for a TalkTalk broadband and TV bundle are likely to receive a major discount.