If BBC Worldwide can succeed in convincing enough viewers to use its derivative of iPlayer instead of the original, public-service alternative, viewers may feel inclined to buy shows they’ve already watched, right there in the application, when they disappear behind the pay wall. Channel 4’s statement that its 4oD “will evolve into the new service” makes its situation less clear. But 4oD has already been operating pay-for downloads of its own and the opportunity to consolidate that channel may be attractive to the broadcaster.

At several events in the last few months, I’ve asked online TV execs if it wouldn’t be better to consolidate their burgeoning web video efforts to make it easier for users (TV viewers control hundreds of channels with a single remote while web TV users have to download iPlayer, 4oD, Sky Anytime, visit ITV.com and so on).

But the real reasons behind Kangaroo may not be so much about simplification as monetisation. The issue here is what the future of online TV looks like after the 7/30 window. BBC director of future media and technology Ashley Highfield this month said he was ambitiously talking with producers about abandoning DRM altogether, and the BBC has also tidied up its existing Pact agreement to include online-only content commissioned from indies. The framework is certainly emerging, but many of the broadcasters’ existing online TV efforts are still in early, low-takeup stage so only time will tell whether this is a model attractive to viewers.