Consumers are now in control of their TV viewing thanks to video-on-demand and time-shifted programming. The future of television is one where people watch programmes at any time, in any place and on any device to suit themselves. The rise of web TV, including video download services and a growing number of time-shifted channels, has introduced enormous choice as to how people consume TV. The ability to watch "on-demand", exactly when a viewer wants, is fast becoming a reality. Digital TV is now available in a host of different formats and you can pay for it in loads of different ways too.

On-demand digital TV allows you to only ever pay for what you want to watch, when you want to watch it, as well as offering free-to-view programming. On-demand TV can be received through cable, satellite and broadband TV or on internet web platforms like the ITV and Channel 4 websites or via the BBC iPlayer and Sky Anytime. On-demand sets you free from the TV guide.

It allows you to watch a selection of programmes and movies, at the touch of a button, and some services even allow you to select an entire series to store on your digital recorder. Using an on-demand service like that offered by BT Vision means that you can watch normal Freeview with the option of adding on programmes and movies from their library and paying for them only when you want - like renting movies without having to leave the house.

On-demand TV services are rapidly taking over from traditional scheduled programming, according to the second annual TV Trends Report from Tiscali. More than a third of UK consumers now regularly watch on-demand content, and 86 per cent of those watching on-demand TV are watching at least as much, if not more, than a year ago. Almost two-thirds of respondents said that traditional TV schedules restrict their viewing.

The lack of choice, frustration at the restrictions of rigid TV schedules and technical innovations in the more flexible delivery of television were cited as the main reasons for moving away from scheduled programming. The main advantages of on-demand services are the ability to catch up on missed shows, overcoming schedule clashes and greater flexibility.

What you need to get it

What you need to obtain this type of service really depends on how you want to watch on-demand programming. Because it covers such a wide area there is loads to choose from. You can watch programmes on your computer via your broadband connection, using both free and paid-for services. For example, the ITV on-demand service allows you to watch and download 30-day catch-ups of your favourite entertainment, as well as vintage programming, on the website free of charge.

In the US, broadband customers can watch shows on websites as well as on the TV. This has allowed popular programmes to massively increase their audiences and it is only a matter of time until we get the same services here. And of course, there's the already massively popular sites like Joost and YouTube where user-generated content can be uploaded and accessed free of charge. There are also on-demand services for Tiscali and Virgin Media subscription customers. All of these providers offer both a free on-demand service as well as paid for options for the latest films, programmes and sporting events.

What it costs

What you pay for this type of service again depends on how you choose to watch, and what you want to watch. Because there's so much free content available, you can quite easily take advantage of all the great programmes and movies available without parting with a penny. However, if you want to get the very latest content, or want a free service where you only pay for extras when you choose to, then average costs start from around 29p for a music video going up to around £3.75 for the latest and most popular films [as at April 08].

Keep the TV set in the corner

Although many new web-based TV services have been launched in recent months, viewers apparently still prefer to watch on-demand programmes on their TV rather than on a PC monitor. The general consensus is that, while watching video on a PC was OK for short periods such as clips and trailers, watching films and full episodes were preferable on a TV. More than three quarters of those polled predicted that there will be no TV schedules by 2018, when viewers will be able to always watch what they want, when they want.