The launch of Clicker.com sees the 'discovery' based business models originated by companies such as Blinkx and Locate TV reach maturity.
At the same time, Roku has announced a 'channel store' - a model not dissimilar, in fact, to the way that traditional carriers operate - charging a premium for more prominent EPG slots.
With screen manufacturers becoming content owners and Hulu and SeeSaw about to launch in the UK, the battle for the eyeballs has started..