“It works exactly the same way that a usual cable-TV works today, except without wires, satellite receivers or boxes and it can be viewed on all screens,” explained company head Erik Wikström to the Dagens Nyheter newspaper (DN).

“You pay a subscription fee and then can bring with you whatever channels you like.”

All programmes will be available for viewing on smartphones, tablet computers and laptops – as well as on traditional television sets.

The concept has been likened to Spotify, but Wikström believes there is a lot more to his product.

“The services where you stream music have succeeded in giving a fantastic experience for customers. It’s clear that there is a similarity between our operations as we’re offering an internet service that works any time. But we don’t need to change the business model the same way that Spotify did. The TV industry earns plenty of money in the old way,” he told the Dagens Media newspaper

“What we do is we offer live TV and play services and films from other companies. We aim to be an alternative to existing operators.”

The project has taken two years of planning and will revolutionize TV, according to the creators.

A beta version is currently available for those who wish to test the channel, and Magine hopes that the full product will be launched in the first half of 2013.

Magine is a cloud-based service made for watching live and recorded television.

The Stockholm based company describes themselves as a group of digital entrepreneurs, pay-TV veterans and a world class development team who love TV.

TT/The Local/og

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