TalkTalk has announced it is launching a multi-screen extension of its TV service.
This means consumers will be able to access programmes from the TalkTalk TV catalogue both through set-top boxes and mobile devices, such as tablets and smartphones.
Aleks Habdank, Managing Director of TalkTalk TV, confirmed the new service will be launched before the end of the year
TalkTalk is working with CSG to deliver the platform, which it said will provide an app-based storefront and streamline the TalkTalk TV viewing experience.
Speaking at the Marketforce Future of Broadcasting conference, Mr Habdank noted that customers want the same level of flexibility as that offered by the likes of Netflix.
Furthermore, he said they often do not wish to pay for channels they do not actually watch.
Mr Habdank stated that TalkTalk is seeking to meet this demand by offering a flexible service, giving people access to premium content when they want it and without any long-term commitments.
"There are no big bundles and no big shouty discounts followed by price rises,” he said.
This latest announcement comes shortly after TalkTalk TV rolled out its new YouView user interface to all customers.
Subscribers could also soon be able to control their televisions using their voice, as YouView is piloting the use of Amazon Alexa with its set-top boxes.
This means users can search for their favourite programmes and navigate the menu simply by speaking.
For example, they could ask their TV to switch to a different channel, open a category on the menu or play a particular programme, all without having to lift their remote control.
Since TalkTalk TV uses the YouView platform, its customers will be among those to benefit from this new innovation.