Previously known as Project Canvas, the consortium of seven partners behind the project – BBC, ITV, Channels 4 and 5, Arqiva and Internet providers BT and Talk Talk – are now stakeholders in You View TV.
Richard Halton has been appointed chief executive, and Fani Sazaklidou becomes creative director, overseeing interface development.
Tone of voice and copywriting for the new brand have been designed by Mike Reed of Reed Words, who worked with RKCR/Y&R.
The product is expected to launch in the first half of next year as a set-top box offering digital channels, seven-day catch-up and on-demand services, a programme guide, the capability to pause live TV, and an app store.
The digital design community has already spoken about the potential of the device, which could change the way we consume visual media.
Greg Hadfield, director of strategic projects at Cogapp, is calling it ‘a threshold moment for British TV’, while Tony Foggett, managing director of Code Computerlove, says, ‘This platform opens a world of possibilities for brands and creative organisations like ours to finally, truly integrate experiences and data across the digital screens in consumers’ lives.’