BT unveils vision for broadband TV rollout

BT unveiled plans for a "cautious" launch of its landmark television over broadband service this autumn in an attempt to avoid the customer service problems that have plagued rivals in the internet market such as Carphone Warehouse.

The telecoms giant will begin rolling out its BT Vision this autumn before a marketing campaign next spring. A BT spokesman said: "As the first service of its kind, we are expecting a lot of interest, and so we will roll it out sensibly to ensure the best possible customer experience."

BT has adopted a cautious approach to avoid the customer service problems experienced by Carphone Warehouse since it entered the broadband market. A source said: "BT will start at a steady jog rather than a sprint. If you sprint from the outset, you can take a nasty tumble."

The BT spokesman said that the company would initially market BT Vision to its existing broadband customers, with a wider marketing campaign rolled out in spring next year. He stressed that this should not be seen as a delay, but as a "sensible" rollout, and said that paying customers would be added to the network immediately after launch.

BT is under pressure to hit its target for an autumn launch of its television service as competition from broadband rivals gets fiercer. BT Vision is a core plank in the company's fight for market share in the broadband sector. It will compete more directly against the television providers NTL and Sky, which also compete in the broadband market. It also competes against Carphone Warehouse, which this week acquired AOL's UK business in a £370m deal.

At launch, BT Vision customers will use a set-top box to access video-on-demand film, music and television services, as well as Freeview channels. The BT spokesman also said that it will offer some "catch-up" TV programming. The company has signed up a host of content partners, including Universal Films, the History Channel and the children's TV specialist Entertainment Rights. It is expected to add further content partners over coming months.