MediaTel

'What does Project Canvas have to offer?' was just one of many questions asked at MediaTel Group's 'The Internet Comes to TV' seminar in London this week.

For starters, Project Canvas' backers - ITV, BBC, BT, Five, Channel 4 and TalkTalk - still suggest that the internet TV service will be ready for launch later this year.

Speaking at Wednesday's seminar, hosted by Rovi, ITV's Project Canvas programme manager Neil Drennan confirmed that he expects a launch date in late 2010 depending on "regulatory delays".

However, other panellists deemed this unlikely, with the owner of informitv William Cooper suggesting Canvas will be "challenged" to meet a deployment date this year and as as such may well "miss the window of opportunity", as other companies are working on rolling out similar platforms this year.

"Integration is going to become a market reality this year and people will be looking for new and enhanced TVs, for example 3D TVs ... so if Canvas misses the boat to release in time for the Christmas market, it will be well behind," Cooper added.

Bruce Daisley, head of AdSales for YouTube and Google, agreed: "Web-enabled TVs will launch this autumn ... these developments are happening right now. Samsung is set to unveil a web-TV with apps, YouTube, LoveFilm, links to Twitter and other social media networks as standard this summer, and web-enhanced elements of traditional television will create consumer demand.  So, the challenge will be if [Canvas] is too slow to market."

However, Drennan didn't get bogged down by the challenges facing Canvas and instead focused on the positives.  In terms of USPs, "Canvas will have a common standard", which made sense for Freeview and will make sense for Canvas, he said.  It will have a simple, easy to use EPG and in terms of advertising, it will offer both targeted ads and measurement, according to Drennan.

Drennan also claims that consumers are at the heart of Project Canvas - "you can't lose sight of consumer demand ... they want to have content there as and when they want it.  Bringing VoD to the living room experience is extremely exciting".

In December, the BBC Trust gave a provisional go ahead to Canvas following a review of the project.  Drennan said the companies behind the venture are "very happy" with the BBC Trust's report, which in his eyes show that the benefits of the service far out-weigh any negatives.

The Trust ruled that Canvas will assist the growth of VoD TV and increase opportunities for internet service providers to develop triple play services, which would include phone, TV and broadband.

At the time, Diane Coyle, chair of the Trust's Strategic Approvals Committee, said: "After careful consideration, the Trust has provisionally concluded that Canvas is likely to benefit licence fee payers. We believe Canvas could be an important part of the way in which the BBC delivers its services in the future."

The BBC Trust is expected to release its final report on Canvas this month.