BBC Media Correspondent Torin Douglas: "It will be a hard sell in more ways than one"

The change of name from British Digital Broadcasting is the first step in a £40m marketing drive to establish a brand in the emerging ditigal market and convince viewers to subscribe to the service.

ONdigital plans to launch its 15-channel network in November to complement free-to-air digital channels from existing broadcasters.

Digital TV heralds the start of a major battle for viewers

ONdigital will be competing with BSkyB's digital satellite services and says it believes it can double the current pay TV market to around 12 million subscribers - about half the population.

Digital line-up

Among its channels will be four each from ONdigital owners Granada and Carlton, four from Flextech in conjunction with the BBC and - for an extra premium - Sky Sports 1 and movie channels Sky Screen One and Sky Screen Two.

Although pricing and the full channel line-up will not be announced until September, Chief executive Stephen Grabiner said the service would be "the best way to get the best television".

Simon Cole of Unique Broadcasting: "We don't really have anything to be excited about"

But some in the industry are sceptical saying content - rather than picture or audio quality - will be the issue that drives consumer choice.

Channels available without subscription will be BBC1, BBC2, BBC News 24, ITV, Channel 4 and Channel 5.

British Digital Broadcasting has also been negotiating with Viacom to make MTV part of the package in 1999.

Viewers need a set top box

Viewers will need a set-top box for their existing televisions to decode the digital signals but will not need a satellite or cable connection.

Those who want to receive ONdigital's package of channels will also have to pay a subscription.

There have been behind-the-scenes rows between BDB and BSkyB, which plans its own 150 channel digital launch later this year, much of it dedicated to pay-per-view movies.