Telewest Broadband and ntl have both launched a new On Demand television service for their customers.
The Telewest Broadband service, which is currently only available in Bristol, and the ntl service, which is currently only available in Glasgow, will allow customers to watch films whenever they want simply by using their remote control.
Customers will be able to pause, fast forward and rewind any film they've ordered within set 24-hour rental period.
Eric Tveter, president and chief operating officer at Telewest Broadband, said: “We're transforming TV as we know it by launching a truly on-demand movie service, with DVD functionality. And this is only the first step - we plan to ramp up our TV-on-demand services over the year with additional TV, music and niche content to appeal to all of our one million digital TV customers.
Both companies have teamed up with FlimFlex, a joint venture between Sony Pictures Television International, Walt Disney Television International and the On Demand Group to bring the service to the UK.
FilmFlex will be offering film titles from the libraries of Sony Pictures Television International, Sony Classics, Walt Disney Television International, Pathe´, Hollywood Pictures, Touchstone Pictures, Miramax Film Corporation, Buena Vista International Inc., Columbia Pictures, TriStar and Icon.
Telewest Broadband is investing around £20 million in the development of TV-on-demand and personal video recorder (PVR) services in 2005. Starting in the summer, the cable company plans to roll out TV-on-demand services to digital TV customers, region by region.