Digital TV software developer Ocean Blue Software is calling for a single standard for digital TV recorders, or PVRs. 

The company is calling for a single brand, similar to the recently-announced Freeview Playback standard, but extending across satellite, cable and IPTV in an effort to avoid consumer confusion. 

"It has taken Sky two years and many millions of pounds to establish its PVR brand among a small number of consumers," said Ken Helps, managing director of Ocean Blue Software. 

"Introducing Freeview Playback has been a step in the right direction and will help consumers looking to replace their VCRs before the digital switch-off.

"But the market is fragmented and most PVR products contain proprietary software owing to the lack of industry standard guidelines. We need to create consumer confidence via products standards and compliance."

The introduction of a single PVR standard would simplify the market for consumers and increase take-up of the new technology, according to Ocean Blue Software.

The company is a member of the Digital Television Group, the body behind the Freeview Playback standard.