TalkTalk TV subscribers will soon be able to control their televisions using their voice.
YouView has announced that it is piloting the use of Amazon Alexa with its set-top boxes, which 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.
Aleks Habdank, Managing Director of TV at TalkTalk, commented: "We constantly challenge ourselves to identify key technology that will improve our TV service and allow our customers to easily access the huge range of content available on the platform.
"Amazon Alexa is a prime example of the kind of innovation that we look to invest in and are incredibly excited to see the results of this partnership."
Mr Habdank said this latest development will build upon the successful rollout of Next Generation YouView, which started last year.
Fani Sazaklidou, Executive Creative and Brand Director at YouView, stated that her firm is delighted to deploy Amazon Alexa in this way.
She described this development as a "great and very natural next step on YouView's journey".
Furthermore, she said it would extend the value of its cloud-based Next Generation platform, which has been rolled out to more than two million homes.
Fabrice Rousseau, General Manager at Alexa Skills Kit EU, added that he is excited to be working with YouView to create a hands-free television experience.
"Voice control of TV will make customers’ lives easier," he commented.
"It's a natural way to find the content you want and will reduce the time you spend looking for the remote or finding the right channel."