The company, called Simplifydigital, is having a low-key launch on Monday, but is waiting until the beginning of 2008 before kicking off any serious marketing activity.
Ponsonby left his role at BSkyB as marketing director in January 2007 to set up Simplifydigital with co-founder Lawrence Bleach, formerly Sky's retail marketing and distribution director. They were joined by Vince Warsap, who spent 10 years running Virgin Atlantic's call centre operations.
While the business has some similarities with a price comparison website, it will encourage enquiries over the phone more than via the internet.
Call centre staff will talk people through the wide range of digital TV, broadband and home phone services on offer from different providers, including Sky, Virgin Media, BT, TalkTalk, Setanta and AOL.
Simplifydigital plans to capitalise on the growth of consumer interest in digital services due to the start of the digital TV switchover this month, the mass of cheap broadband deals available and growing competition in the pay-TV market.
It will tackle consumer confusion about the wide range of technologies and deals on offer by answering questions such as: "What really are the relative benefits of Sky's '3 for £26' deal versus Virgin Media's '4 for £40?'"; "What's BT Vision and is it right for me?"; and "Is 8mb broadband too fast for my family's needs?"
It will generate revenue on commissions from selling subscriptions. However, Ponsonby stressed that Simplifydigital is working closely with Ofcom to obtain accreditation to confirm its impartiality. He said: "The service is purely based on the customer's requirements."
Ponsonby said that the company will be marketed through three channels: traditional offline direct marketing; online direct marketing; and marketing partnership deals.
The focus will be on the marketing partnership deals and Simplifydigital has been working with Trinity Mirror to offer its service to their readers.
Ponsonby said: "The partnership provides a benefit for us and for them by adding value to their readers because they know that their readers are worried about changes in digital services."
Simplifydigital is also partnering with online finance website Motley Fool.
The company is working with creative agency Heavenly for its above- and below-the-line marketing and has appointed MediaCom to handle its media planning and buying.
Simplifydigital also manages the process of getting new services installed in the home and offers a free email to keep consumers up to date with new developments. It also sells TVs and other hardware so that customers can replace their kit at the same time as installing a new service.