Former BSkyB's commercial director Martin Goswami is launching Aggregator, an IPTV service designed to complement Freeview.
Goswami has teamed up with former ITV director of channels Chris Griffin and Chris Goodhall formerly of Enders Analysis, to develop the service set to launch mid 2006.
Aggregator will be enabled by a set top box which will contain a Freeview receiver, a broadband connection and a PVR. The box is in the process of being made by a number of manufacturers.
As well as all the Freeview channels, viewers will have access to TV pay-per-view programming from the Aggregator library, which will be delivered over broadband.
The content available will be largely specialist TV programmes, for example fishing, cooking, comedy, or foreign language shows.
Goswami said: "For example, if you were an expatriate from Russia living here the service could give you access to Russian speaking TV."
Aggregator is backed by an undisclosed investment company.
Martin Goswami left BSkyB last year, days after he heckled former BBC director general Greg Dyke at a TV industry dinner.