That’s all very well, but - despite being conceived by the UK’s three main broadcasters themselves - SeeSaw doesn’t yet have any content partners for its video service. Unveiling the branding, devised by Rudd Studio, could be a step taken to convince broadcasters that this thing is real, though it would have had to show its spots sooner or later, of course.

SeeSaw also has also hired two big advertising agencies - Vizeum will handle its £5 million planning and media buying activities, Fallon will do a multiplatform awareness ad campaign.

Arqiva, a radiotransmitter mast company, has fantastic links with UK broadcasters, but no track record in online services or aggregating content. We would have expected Arqiva to land content agreements at Mipcom last month, but none were announced.

Arqiva VOD platform controller John Keeling tried to answer expectant, suspicious delegates at a Screen Digest seminar last month: “I will see it in a year ending with ‘09’ - whether you will is a different matter. We could go to beta tomorrow. Our view is we want to make sure we’ve got exactly the right product with the right content on it.”

SeeSaw, as Kangaroo’s off-cut, is the natural choice for a total UK TV aggregator. The name is great and, like the title, the logo really signifies both new and old shows. Problem is, it’s not alone in the VOD arms race…

—Hulu is still trying to pick up UK content, offering equity in return for exclusivity.
—YouTube, now tooled up for long-form, is tempting broadcasters with the ability to sell their own ads, and has secured C4 non-exclusively.
—BBC is still offering to share iPlayer to all comers and take the whole thing on to TV through Canvas.
—And underdogs like MSN and Blinkbox are also showing their ambition.

No-one wants to do an exclusive deal, at least without significant upside. That may not be a problem for SeeSaw, which doesn’t appear to require exclusivity - but if any one of the rivals does secure exclusivity on content from ITV, for example, it would signifcantly hamper SeeSaw’s progress.