Australian telecommunications company TPG is set to introduce its own television service from early 2015 in a move that could dramatically shake up the Australian entertainment market.

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Competing against major players like Foxtel and Fetch TV, TPG will begin broadcasting premium content on its own brand of internet-protocol television (IPTV) channel.

The telco’s consumer business general manager Craig Levy told Fairfax Media that the company has long had IPTV capabilities but lacked appropriate content, until now.

“TPG has been doing IPTV for more than five years now on our network using multicast technology and we have the underlying infrastructure to do it … What we’ve lacked is the content,” Mr Levy said.

The telco’s venture means that, by the end of next year, Australian viewers will have the choice of three different IPTV providers, including the Telstra-backed Foxtel faction and the Optus and iiNet-backed Fetch TV.

The specific content that TPG will provide is yet to be announced.