The steady migration of TV content to digital media and the huge success of iPlayer and catch-up TV services such as Hulu and YouTube have changed the expectations of PC users.
Project Canvas, a joint venture backed by BBC, ITV and BT, intends to integrate broadcast television, online media, communications and applications.
Analysts predict that 20 per cent of televisions sold in Europe this year could be internet-enabled. This coupled with the fast-growing range of digital receivers and games consoles that help deliver television and video content via broadband, will lead to a new hybrid model which will lower the cost of entry for content.
It is also expected to drive new demand and encourage innovation along the programme-making, post production and delivery chains.