As the BBC Trust decides the fate of the corporation's Project Canvas, people are already speculating that the platform could be launched as early as September.
If the plan gets the green light, Project Canvas will bring together prominent UK TV production houses in a scheme that will offer media content to target audiences by the means of an open, internet-enabled common platform.
Currently the partners involved in Project Canvas include the BBC, Channel 4, ITV, Five and communications companies Arqiva, BT and TalkTalk.
Experts believe that the platform will resemble an updated version of Freeview and Freesat digital TV services, and will involve ISPs delivering the service via a specially designed set-top box.
Simon Pitts, controller of strategy at ITV, confirmed that if the BBC's ruling body gives the green light to the platform, then a final list of partners will be put together in July, with technical specifications and standards announced in August.
If everything goes to plan, the platform could be ready to launch as early as September.