Reuters are running a story about the emergence of commercial on demand TV services in europe. Yet more evidence of the convergence of traditional media like television and the internet.

TV over phone lines, also known as TV over Internet protocol (TVIP), is already taking root in Europe, with offerings from France Telecom, Italy's FastWeb, Britain's HomeChoice and others. There are many more on the way, with Britain's top fixed-line phone company BT Group in talks with content companies as it prepares to launch its own service.

It's well worth a read, and to most people who read this site, will no doubt seem quite a natural progression.

Yout can check out the full article here.