British broadcasters ITV and the BBC have announced joint plans to create "BritBox," a subscription streaming service for UK audiences to rival the likes of Netflix (via Reuters).
The two companies already offer a similarly named streaming service for the U.S., but today's news was about a new video-on-demand service for British audiences, which will offer subscribers a place to watch both well-known television series and original programming, according to ITV chief executive Carolyn McCall.
"This will provide an unrivaled collection of British boxsets and original series in one place," she said.
"We anticipate that other partners will be added to BritBox and we will both speak to regulators and the wider industry about our proposals."
The service is set to launch in the second half of 2019 and will be priced competitively, according to both broadcasters, although no further details were given.
BBC iPlayer and ITV Hub already provide British viewers with free catch-up streaming services featuring a limited range of programs, but the broadcasters claim research shows viewers embrace streaming and would be willing to add another service to current subscriptions, such as Netflix, Amazon Prime and Sky.
The BritBox streaming service for U.S. audiences is said to be ahead of expectations, having already broken through targets with over half a million subscribers.