Proximus has selected Ericsson’s Multiscreen platform to add new functionality to its TV offering.

The Belgium-based company is using the vendor’s technology to power a new pay TV app, which features a range of new services including the ability to watch content on one screen and then continue it on another.

It also enables Proximus customers to record content on a smartphone for later viewing on a tablet, and use a mobile device as a virtual remote control.

Proximus saw revenues from TV services jump 7.6 percent in the three months to June after it added 21,000 new customers.

Jean-Marc Capitaine, Director Consumer Product & Solutions at Proximus, said: “Flexibility is a must-have for today's TV consumers as they look to watch their favorite programs both inside and outside the home, on a variety of devices.”

Itai Tomer, Head of Cloud DVR, Ericsson, added: "Ericsson's Media Vision 2020 predicts that by the year 2020, time spent watching on-demand and time-shifted content will have reached 50:50 parity with linear and live TV.

“This shift to a media landscape where viewers are demanding increased access to video on demand services is causing TV service providers to overhaul their offerings to reflect the latest consumer trends.”

[Read more: Grey telcos fail to shine amid the bright lights of TV and video world]

The Sweden-based vendor has been making a host of announcements as part of the annual IBC event.

It signed a deal with Google to extend the reach of its MediaFirst TV Platform into the Android TV ecosystem, while its augmented reality technology has been chosen by BT.

Tata Sky, India's leading Direct-to-Home (DTH) service provider, has selected the company’s AVP 4000 compression platform to enable it to deliver 200 additional channels to customers by the end of this year.

Finally, US-based tech company VMS Communications has signed up to use its advertising campaign management platform as a service.

Ericsson, which lost its CEO in July, continues to try and reduce its reliance on telcos by focusing on new areas of business.

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