[1] The service offers the ability to watch live television and on demand media from the main broadcasters while seamlessly switching between them in a unified electronic programme guide (EPG).

Since the 2010s, the number of live television viewers has declined in favour of internet streaming services and this trend is set to continue, especially as the availability of gigabit-capable broadband infrastructure has expanded throughout the country.

[5] Furthermore, the operating costs of traditional terrestrial broadcasts would outstrip usage as more viewers opt to move to broadband-only solutions delivered over IP (the internet).

A stated advantage has been that it would not require setting up and logging in to user profiles for the different on demand services such as BBC iPlayer or ITVX, thus simplifying the process.

[17] While support for other devices is under consideration, it is currently not offered in the form of a set-top box or dongle for existing or older TVs.