Mobile phone network O2 is looking to enter the UK's pay-TV market up against the likes of BT and Sky.
After its parent company Telefonica introduced a residential broadband service recently, the firm is now believed to be aiming to import its existing TV service from the Czech Republic to Britain.
The service is expected to be received by customers via broadband and could be launched by the end of 2008, the Guardian reports.
Having trialled a similar product in the Czech Republic, Salvadore Anglada, chief executive of Telefonica O2 Czech, said that such developments would be made in other countries, the Independent reports.
"The UK and Spain are learning from us, which is critical for our company ... when we launch a product, the UK is watching carefully," he remarked.
According to the Guardian, O2 TV in the Czech Republic offers 55 channels and has video-on-demand services.
Find out more about comparing mobile phones
© Adfero Ltd