Channel 4 are currently negotiating with Sony to bring a version of their popular video on demand service to the PS3 games console; they are also developing a similar app for Apple's iPad.
Channel 4 hope to follow in the iPlayer's footsteps, the BBC's own video on demand service which has been a huge hit via a number of platforms including the PS3.
Towards the end of last year, Channel 4 became the first commercial broadcaster to offer video on demand services via YouTube. Having witnessed the massive impact of iPlayer, Channel 4 have been much more open to the easing of their programme distribution via such routes.
Andy Duncan, Channel 4's Chief Executive stated: "There is no point in being Canute-like. We have got to go where the consumers are and some members of the public increasingly want to consume programmes online," adding: "It will be a step change in the number of internet viewers we get."
Although Channel 4 will benefit from the announcement that project canvass has been given the go ahead, they are still keen to establish their 4oD service on other platforms. They face intense competition not only from the BBC's iPlayer but also the likes of ITV player who are also rumoured to be in negotiation with Sony.
Project Canvas, is a joint venture between Arqiva, the BBC, ITV, Channel 4, Five, Talk Talk and BT aimed at establishing an open standard for IPTV (Internet Protocol TV). The service will allow consumers to watch on-demand television via the internet.
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