At present the broadcasters all offer catch-up through separate online outlets – TF1 and M6 on an ad-supported basis and Canal+ as a free value-add to pay TV subscribers. In the case of M6 and Canal+ over 70 per cent of shows broadcast on the linear channels are available as catch-up.

The aggregation of videos from multiple content providers on a single platform is an approach successfully implemented by Hulu in the US. With the NBCU/New Corp/Disney-ABC joint venture looking to roll out internationally the launch of a service from three of the major French broadcasters could provide a significant obstacle to Hulu.

It is unclear whether the broadcasters' service would function as a single destination site or if the video player would be syndicated. A Hulu-style embeddable platform could expand the audience for each of the companies' online content. Rather than expecting users to visit a single core website (the present strategy used in each case), the video player could be syndicated to multiple partners, extending reach and, correspondingly, increasing ad revenues. In addition, operating a single platform would centralise ad sales, reducing the download pressure on CPM rates which results from multiple sites selling ads against the same content.

Any initiative developed by TF1, M6 and Canal+ would be scrutinized by the French regulator. However, by making the platform open to other partners, this joint venture may be able to avoid the fate of Project Kangaroo, the UK JV between BBC Worldwide, ITV and Channel 4 which was deemed anti-competitive by the Competition Commission.

Notably, the current list of companies involved in negotiations does not include France Télévisions. An exclusive deal with Orange prevents France Télévisions from distributing the bulk of its catch-up library on a free-to-view basis outside of the pay TV operator's services. As a result, the inclusion of France Télévisions content in a single broadcaster-led platform would require Orange's direct involvement. Earlier in 2009 Orange announced plans to launch its own ad-supported video site before the end of the year. However, roll out of this service has been delayed.