The target audience for Project Canvas - the IPTV joint venture between the BBC, BT, ITV, Channel 4, Five and TalkTalk currently waiting for final approval from the BBC Trust – could be as high as seven million homes.

The joint venture’s aim is to allow the Freeview and Freesat platforms to offer video-on-demand and internet access.

“We already have a target market. Freeview and Freesat upgraders who already predominantly have broadband who don’t want to pay for television,” ITV controller of strategy Simon Pitts told technology website The Inquirer.

“Between six and seven million homes fall into that category at the moment,” he said.

He added: “For Canvas to be successful it needs to be as open a platform as possible. Open in every sense – to ISPs, content providers and manufacturers.”

If it receives approval from the BBC Trust by the end of this month, Project Canvas will be looking for partners in July, sharing technical specifications in August and be ready to engage with content and service providers in September, The Inquirer reported.