Confident that UK viewers just can't get enough TV on demand, an extra 3000 hours of material from terrestrial channels has just been made available by the on-line content provider 'SeeSaw'.

Taking advantage of the 2.5m and growing on line TV viewers, the idea behind SeeSaw (and similar operations such as Hulu) is the concept of video on demand in one place. The likes of iPlayer, the BBC's phenomenally successful content portal, are restricted to providing content from their own catalogue of programmes.

From the outset, SeeSaw will be offering over 3000 hours of on-line viewing material which will expand later this year with a selection of programmes from the US. Shows broadcast in the previous week by the BBC, Channel 4 and Five, with additional content from the BBC archive will be available initially.

Although ITV has so far declined an invitation to the SeeSaw party, certain programmes such as Doc Martin will be made available via independent producers. It is rumored that ITV are currently in negotiation with SeeSaw's American rival 'Hulu'.

SeeSaw has risen from the ashes of Project Kangaroo, the video on-demand venture originally conceived by BBC Worldwide, ITV and Channel 4. The service was blocked on competition grounds last year by the Competition Commission. Arqiva, the UK company operating broadcast transmission masts is behind the new initiative.

Responding to those who point to an already crowded market with the likes of YouTube, MSN and the individual terrestrial channels, John Keeling, the SeeSaw platform controller was keen to stress the unique nature of their service. He pointed to the sites simplicity, highlighting the fact that it was a very focused TV on demand site.

He went on to say that SeeSaw was catering for a growing on-line audience who will be attracted by the availability of content from a number of terrestrial channels in one place. YouTube provide a similar service, but their programmes are focused on archive rather than current material. Keeling is confident that he can convert a large proportion of the 2.5m who regularly view TV on-line.

Despite upbeat protestations from Arqivq, with intense competition from a growing number of competitors, analysts believe the going will be tough.

An even bigger shake up of the video on demand market could take place in the next 18 months; that is if the competition commission give the go ahead for Project Canvas. Project Canvas is a partnership between the BBC, ITV, Channel 4, Five, BT and Talk Talk to build "an open internet-connected TV platform" that would open up on-line video on-demand to Freeview and Freesat viewers.

With a seismic shift taking place in the way we view TV, the opportunities for massive take up are there. Whether SeeSaw has the appeal to achieve significant market penetration remains to be seen.

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