After a period of beta testing, SeeSaw, the Arqiva-owned VoD service, went live on 17 February 2010. The site currently features catch-up programming and archive material from the BBC, Channel 4 and Five plus independent producers including All3Media, Talkback Thames, Shed Media and Digital Rights Group. The company has still failed to secure a deal with ITV. As a distinct TV offering, there will be no movies on SeeSaw, though some US TV movies will be made available later this year. Each show watched on SeeSaw entails two minutes of advertising, a pre-roll and middle break. At present, the website is free and funded by advertising revenue but it is reported that the company will introduce a pay-per-view streaming service and a subscription model for BBC Worldwide, top US dramas and other premium content by June. With competing and overlapping platforms such as the iPlayer, Virgin Media, Sky Player, and the prospect of Hulu entering the UK market, the pay-per-programme feature will prove a test of the company’s success. The Arqiva-owned online TV platform has also confirmed it is in talks with set-top box manufacturers, TV manufacturers and game console manufacturers with a view to extending its service to additional screens. With other players and all broadcasters offering on-demand content on their own websites, analysts predict competition will be intense: the nascent UK on-demand market represented only £150m of the £3bn TV advertising market. The big change expected in the next 18 months is the launch of Project Canvas, a partnership between the BBC, ITV, Channel 4, Five, BT and Talk Talk. Canvas will effectively make on-demand viewing services such as SeeSaw available to anyone with a broadband connection and a next-generation Freeview or Freesat set-top box. However, it needs BBC Trust approval and the service is not likely to launch before mid-2011.