As the multi-channel internet-based TV service known as Project Canvas begins to make launch plans, already there is speculation on how this is going to work for the consumer.
It seems that TalkTalk has the answer and it comes in the form of a bundled deal.
Consumers taking out a broadband and phone service bundle will be able to get a Project Canvas set top box free of charge.
However, if the consumer is happy with their ISP and phone service provider then the equipment could carry a price tag of around £200.
With the BBC, BT, Arqiva, TalkTalk, Channel Four, ITV and Five being partners in the project, it would appear that there is plenty of scope for all sorts of offers designed to encourage the consumer to sign up to Project Canvas.