Freeview are looking to expand the choice that they are offering customers. The next phase is to offer a Video on Demand (VOD) service which will use content from the main channels of BBC, ITV and Channel Four. It is early days for this service and they have not even come up with a name for it yet.
However there may be an issue building up, because the service may not be available on all set top boxes, there are around thirty different types on the market from twelve different manufactures, so that is going to be needed to be sorted too.
There is not doubt these are exciting times for television in the UK, no matter how you choose to view it.