You may already have Sky+, Virgin Media's V+ box or even BT Vision, but it's a market that mobile phone operator O2 seems intent on joining as it announced plans to launch an IPTV service to go head to head with these companies as well as rival offerings from Orange and Tiscali.

The operator is expected to start trials in the UK in 2008 following a successful foray in the Czech Republic. According to reports in the Guardian, the operator is seeking to extend the deals it has with media companies including Warner Bros, HBO and Paramount for its TV service in the Czech Republic to the UK.

O2 also has a broadband network, thanks to it snapping up Be Broadband last year. The service will go head to head with BT Vision, which has 100,000 customers in the UK and Tiscali TV, which is the HomeChoice service rebranded. That offering managed to dropped a load of subscribers, down to 36,000 from 45,000 not so long ago. A full roll-out of the service is expected by the end of next year.