TalkTalk is set to rebrand the blinkbox streaming service it acquired from Tesco earlier this month.
The TV, phone and broadband provider is planning to drop the name and launch its own branding in due course.
Tristia Harrison, Managing Director for Consumer at TalkTalk, explained there will be significant changes going forwards, as the firm integrates its content offering.
"What we won't do is run blinkbox as a standalone business - we will integrate the two over a period of time," she revealed.
"The real reason behind this is our out-of-home TV experience. There will be a rebrand in due course, a rebrand of blinkbox to TalkTalk, with the name and branding to be determined and decided."
TalkTalk TV subscribers are set to gain a range of new content choices, with the service provider recently agreeing a deal with streaming provider Netflix.
Consumers will gain access to Netflix during a phased rollout during the second half of January. By the end of the month, all 1.2 million TalkTalk TV homes will have access to the service.
"As Britain’s fastest-growing TV service, we are on a mission to provide the best movies and hit TV shows that our customers can dip in and out of, all at a great price," Ms Harrison stated.