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Alan Sugar makes his YouView pitch

4 July 2012 Last updated at 15:42 BST

YouView - an internet TV service that combines the UK's Freeview channels with on-demand content - has been formally launched.

Users will have access to programmes broadcast over the previous week from the BBC, ITV, Channel 4 and Channel Five, as well as the ability to pause and rewind live TV.

The project had originally been scheduled to begin in 2010.

Lord Sugar is the chairman of YouView, and he spoke to the BBC's Rory Cellan-Jones about why he thinks the device will set a new standard in television.