Although this sounds exciting, I wonder if, in reality, this is a last ditch attempt to save broadcast linear TV? If so, it looks to me as if the broadcasters are going all out to preserve the existing balance for as long as possible.
Of course, the BBC, with their more successful i-Player and no need to rely on advertising, are not involved with this and no doubt will be concentrating on developing their player into a Netflix-like service and launching UHD.
http://advanced-television.com/2017/...g-tv-festival/
http://advanced-television.com/2017/...tmas-box-sets/