TalkTalk believes the launch of YouView will help change UK television for the better.
Tristia Clarke, Commercial Director at the firm, described the official launch of the on-demand IPTV service as "a proud day" for TalkTalk.
Consumers signing up for the firm's TalkTalk Plus home phone and broadband package are entitled to receive a YouView box - which retails at £299 on the high street - for free.
This gives them access to a host of Freeview and on-demand content, with users able to scroll through content aired during the last week.
YouView users are also able to pause, record and rewind live television.
"One of the great things about YouView is that you can go back in time and watch programmes that were on up to seven days earlier," Ms Clarke noted.
"So as a TalkTalk customer you need never miss a moment of must-see television again."