Britain's ITV and BBC are finishing talks to launch a new streaming service in the U.K., the two companies announced Wednesday.

The new service will be called BritBox and offer a wide selection of British content, and is being launched at a time when Netflix is making inroads in Europe and globally.

BritBox already has a U.S. version, though the one being launched in the U.K. will be broader.

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“BritBox will be the home for the best of British creativity — celebrating the best of the past, the best of today and investing in new British originated content in the future,” ITV CEO Carolyn McCall said in a statement.

“I am delighted that the BBC and ITV are working together on something truly special - BritBox," BBC Director General Tony Hall said.

"A new streaming service delivering the best home grown content to the public who love it best. The service will have everything from old favourites to recent shows and brand new commissions. It’s an exciting time for the viewing public.”

The service is planned to be launched in the second half of 2019.