Doomed because:
1 it's attempting to be a Freeview replacement - however those that currently rely on TV being delivered via an aerial are the exact same ones who don't use and won't use streaming services.
If such people wanted to use streaming / on demand and so on, they can already do so using equipment and services which have been available for years.
2 because it's only available by buying a whole new TV with the service built in - no option for use with any existing TV such as buying a box/stick or installing an app on existing devices, or via website, smartphone, tablet or anything else.
This cuts off everyone who might want to use the streaming service as they can't use their existing devices.
3 currently it only provides a selection of channels via WiFi and relies on the others being obtained via the usual aerial - so no reasons for existing Freeview users to switch to it. They are expecting existing Freeview users who currently have a television and aerial to go out and buy a new TV just to continue watching the same things that they already do.
The whole thing is being shoved by those who want to switch off TV broadcasts to save a pile of cash, and to sucker people in to buying new TVs that they neither need or want.