The controversial IPTV and video-on-demand service, Project Canvas, has been rebranded as YouView, which will be its public name and face.

It comes from the formation of a new company, YouView TV Ltd, and the appointment of Richard Halton, the ex-head of the BBC’s Corporate Strategy team, as its CEO. Kip Meek, formerly chairman of Project Canvas, will adopt the same role with YouView.

YouView plans to bring its free-to-air internet-connected TV service to UK homes next year, and is still the collaborative effort of the seven television and technology industry Project Canvas partners. It hopes to offer new subscription-free YouView set top boxes offering digital channels and catch-up TV, alongside on-demand services and interactive extras.

Speaking at the formation of the new company, Halton said: "We are creating an exciting consumer brand which will stand for a better TV experience for UK homes".

"Connected TV creates all kinds of creative possibilities, for existing networks as well as local services and new developers of interactive applications. It all adds up to great news for TV audiences. I look forward to working closely with the creative and developer communities to open up exciting possibilities for viewers to discover and enjoy content in new ways".

Naturally, Virgin Media and Sky may have something to say about that. The former has been offering connected television services and video-on-demand / catch-up TV for years. Both companies also have on-going complaints over the new service logged with regulator Ofcom.

Pocket-lint suspects that there will be more drama yet to come. And not necessarily on our TV screens.

What do you think, is YouView a good idea? Let us know in the comments below...