The BBC, ITV and BT are teaming up to develop open standards for the delivery of on-demand television over the internet.

The aim of the initiative is to create a common, standards-based environment for broadband-connected digital TV receivers. Other content providers and ISPs will be encouraged to join and adopt the same approach.

Services such as the BBC’s iPlayer are increasingly being delivered through other channels such as cable and set-top boxes, and the new plan hopes to extend the concept to other free-to-air services. An ITV spokeswoman described the service as “the next natural evolution for Freeview”.

“This proposal will bring catch-up from the PC to the TV set in your living room, and all for free. This makes convergence a reality,” said ITV executive chairman Michael Grade.

Mark Thompson, director-general of the BBC added: “Audiences tell us that they want more services through their television set. I am pleased that the BBC is working with industry partners such as device manufacturers, ISPs and other content providers on proposals which will bring real benefits for consumers.”

Earlier this month, the Competition Commission ruled that Kangaroo, a separate joint venture between BBC, ITV and Channel 4 that aimed to provide am iPlayer-like service for all three broadcasters, could breach competition rules.

The future of Kangaroo remains uncertain, but the new initiative will hope to avoid similar concerns by taking a standards-based approach that is open to rivals.