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Pay-tv company British Digital Broadcasting change their name to ONdigital
The digital terrestrial pay TV service will be called ONdigital when it launches its 15 channels in the autumn.
The change of name by British Digital Broadcasting is the first step in the company's œ40 million push to establish its brand and convince viewers to subscribe.
ONdigital believes it can double the current pay TV market to 12 million subscribers - or about half the population.
Fully integrated digital televisions capable of receiving all the terrestrial services would be launched this autumn, the company said.
Viewers will be able to get existing free channels BBC1, BBC2, ITV, Channel 4 and Channel 5, as well as some new channels such as BBC News 24, BBC Choice and ITV2 without having to subscribe.
ONdigital will offer 15 more channels under subscription from suppliers including BBC and Flextech, Carlton, Granada and BSkyB, which will show sport, films, lifestyle, music, documentaries, education and children's programmes.
But ONdigital will not announce its full channel line-up and pricing until September.
Chief executive Stephen Grabiner said: "Our research shows there is a high dissatisfaction with existing pay TV operators."
"We know that people want more choice and are prepared to pay for it, but they also want to be valued."
"ONdigital will be the best way to get the best television - more choice of channels and services at the right price, with better quality sound and pictures - all through a TV aerial."
BSkyB plans its own digital platform launch of around 150 channels on satellite this summer, with a big marketing push in time for Christmas.
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