Some of UK's largest TV broadcasters have teamed up to deliver an online version of the hugely popular Freeview platform.
BBC, ITV and Channel4 have announced that they will be collaborating in a Joint Venture called Kangaroo to face the growing competition created by the likes of Joost, Youtube and more traditional players like Sky or Virgin Media.
It will support free, advertising funded and premium pay per view programmes, the idea being to propose a single outlet and platform for more than 10,000 hours of original content
BBC's decision to take part in this project has been met with controversy as the BBC content, paid by license fee payers, will be partly paid by advertising.
The corporation is also working on its own player called iPlayer which will show BBC content from the previous seven days which will certainly prompt comments that the iPlayer and Kangaroo projects have major overlaps.
It is highly symbolic that content producers on both sides of the Atlantic are regrouping to face the challenge of content distributors.
A potential alliance between Hulu and Kangaroo could prove to be a fabulous money spinner.