Nortel Networks and more than 30 Internet infrastructure, content and service providers have set up a consortium to recommend open architectures for delivering multimedia over broadband Internet networks.
The Broadband Content Delivery Forum (BCDF) will work on systems that allow service providers to recognise subscribers and provide personalised content and services.
Members include Nortel, BT and Sun Microsystems, as well as broadcasters such as the BBC and NBC's Internet unit.
Missing from the group are Nortel's rivals Cisco and Lucent, although Nortel said the two companies had been invited to join.
By setting common standards, the forum hopes to improve existing high-speed broadband services, and speed up the development of new products and services.
Anthony Alles, president and general manager at Nortel's IP services division, said: "We recognised that the evolving broadband Internet will be fundamentally different from the Internet as we know it today." The group is reviewing Nortel's personal portal technology for Web-based services advertisements and its personal content tunnel technology.
One analyst said the group complements the technical specification forums that focus on standardisation. "This is an exciting initiative for the industry," said Ron Westfall, senior analyst at researcher Current Analysis.
"The BCDF brings together what are normally disparate players."
Moon's dark side is mountainous, rugged and never visible from the Earth
The groundwater basins in some areas of Tehran have been damaged irreversibly
This is the first time that any spacecraft on Mars has recorded air vibrations on the planet
Arctic sea ice is thickening at a faster rate during winter, thus slowing down long-term decline: NASA
But, the seasonal ice growth could only delay the demise of the Arctic ice cap for a few more decades