The agency industry body has highlighted the leading role set to be played by a non-commercial entity, the BBC.
Project Canvas will combine Freeview and Freesat with broadband capability in a planned next-generation set-top box. It will combine TV, radio and high-definition services with on-demand catch-up and archive programming provided by the BBC's iPlayer and ITV Player, as well as web content.
While there is no suggestion Project Canvas is going to have limited commercial opportunities, in a response to the BBC Trust's consultation into the project, the IPA said it is "mindful of the Corporation's historical tendency to foreclose new media opportunities in the commercial sector".
Geoff Russell, director for media affairs at the IPA, said while it "welcomes the development of an additional vehicle", it is concerned about the lack of detail in the Trust's Canvas consultation, launched on 26 February. He said: "Historically, the BBC has done things the way it likes to do them - which can be a problem as it has a different set of priorities from those of the commercial sector."
ITV insists as a commercial broadcaster it is committed to a range of commercial opportunities if the service is provisionally approved by the BBC Trust next month. The BBC estimates take-up of Canvas will expand from 1.1 million households in 2010, to between 7.2 million and 10.7 million households by 2017.
A statement from Project Canvas said: "As a commercial broadcaster, ITV believes that, if approved, the Canvas venture will bring huge benefits. For viewers this will mean a plethora of catch-up and on-demand content, all subscription-free, and for advertisers, a wide range of opportunities to reach new audiences."
ITV and its partners will be open to talking to the advertising community, once the venture has been given the go-ahead by the BBC Trust - a prospect welcomed by agencies.
Dan Clays, managing director of BLM Quantum, said to ensure commercial innovation in Project Canvas, the "BBC and ITV should be engaging with agencies".
Charlie McGee, managing director of Carat Digital, said: "It would be a missed opportunity if ITV and the BBC don't come to us. They should use the advertising industry as a sounding board."
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