YouView, formerly known as Project Canvas, will bring free-to-air internet-connected TV to UK homes in 2011, according to the service's web site.
The service is the result of a partnership between the BBC, ITV, Five, Channel 4 and telecommunications companies BT, Arqiva and TalkTalk.
From next year viewers will be able to purchase a subscription-free set-top box that will enable viewing of digital channels and the last seven days' TV, in addition to on-demand services, such as BBC iPlayer, and interactive extras.
Richard Halton, YouView's newly appointed chief executive officer, said: " YouView... combines the best TV with on-demand services and internet content. I am delighted to be leading the team who will make it a reality and think it will change the way we watch TV forever."
Kip Meek, YouView's chairman, said the service would benefit both viewers and broadcasters.
"YouView is key to ensuring that everyone in the UK benefits from next-generation TV and the UK has a competitive market. Viewers will get more choice while broadcasters and content providers both national and local will get a fantastic new means of finding audiences," he said.