News out this week that the BBC and its long standing rival ITV, the first UK free to air advertising driven network, will join together to launch something called BritBox as a streaming service. Pundits everywhere have automatically talked about it as Netflix rival, but that’s really not what this is all about. Rethink TV, our forecasting arm, has already noted in its refcent report on the massive rise in SVoD services globally entitled (The rise in SVoD viewing to swamp traditional TV by 2023) that most advanced countries, especially some in Europe, have put several free to air networks together to provide strong content for an SVoD. This is not about pushing back at Netflix, more it is a…