The BBC's international rollout of iPlayer as a subscription-only service has been put on hold following threats from the American cable providers, according to Robert Andrews at paidContent.

The video on demand service has been made available, on a trial basis, in 18 European markets, Canada and Australia, where viewers can pay around £60 a year for access to content. For that price, they can watch BBC content on iPhones, iPads and iPod touches. The service has been successful in the countries where it is available, and the BBC plans to roll it out to the US, but have been stopped by threats from the cable companies which currently carry BBC America, Andrews reports.

BBC Worldwide, the broadcaster's commercial branch, has in essence been forced to choose between their current cash-cow, BBC America, and their potential future one, iPlayer. Speaking on a different topic (video advertising) the head of BBC worldwide advertising said on Friday that: 

Most of us operating in the U.S. are at the behest of Time Warner and Comcast. . . We shouldn’t believe they will not have a play in this space.

And a spokesman told paidContent:

Global iPlayer was set up as a 12-month trial to allow us to assess the product, consumer demand in different markets and the content mix. We have extended the trial, with the full support of the BBC Trust, until Autumn this year. Although western Europe launched in July last year, Australia and Canada came on board later in 2011, as did the move to other Apple platforms. And so, by extending the trial, it allows us to capture more data out of the iPlayer model.

It is odd for those in Britain to think of the BBC as the scrappy underdog, but that is very much what they are in this case. They have a small coterie of die-hard fans, who they are eager to develop a direct relationship with, but if the cable companies decide to put their feet down, there isn't a huge amount the company can do.