Cash-strapped ISPs have begun a campaign to use the launch of the BBC's iPlayer on demand service to squeeze more cash from web TV viewers.

The iPlayer is still in beta and due to be fully launched in autumn. It expects to have 500,000 users before the big marketing push.
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The move is among the first public attempts in the UK by carriers to corral subscribers into this kind of bandwidth protection pen. Traffic shaping hardware makes it possible for ISPs to deprioritise the hybrid peer-to-peer/streaming distribution systems that iPlayer, Joost, 4OD, and other new services rely on to be anywhere near watchable.

where America leads ...
ps nice to see Joost get mentioned