Although PVR's compatible with digital terrestrial televison (DTT) are already available, Freeview Playback will aim to use the Freeview brand to push uptake while providing manufacturers and retailers with a common product description.
The Freeview consortium, made up of BBC, BSkyB and National Grid Wireless, Channel 4 and ITV, have also made a 'commitment to implement marketing activity to raise awareness of the category and of the 'Freeview Playback' brand extension.'
It is also hoped the brand will offer clear consumer understanding of digital TV recording before digital switchover begins in 2008. Freeview is now in over 7million homes.
Once marketed as ' Create your own TV channel ', Sky+ which launched in 2001, has been a hit for BSkyB with around 1.4million out of the group's 8million plus customers opting for the technology. The company also says Sky+ encourages customer loyalty to the service.
PVR's allow users to record, pause and instantly rewind live television.