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IPTV (Internet Protocol Television) is a process of distributing television content over broadband so that a more customised and interactive user experience. IPTV will mean a fundamental alteration of viewing habits. Viewers can watch what they want, whenever they want to. Interactive TV services would have been a key differentiator for the multitude of IPTV offerings that are emerging. Interactivity with a fast two-way connection will lift IPTV before today's television.
IPTV mixes the television, internet and telephone. Much like cable or satellite television, IPTV works on the set-top box (STB) that allows viewers to watch hundreds of channels and order movies through video-on-demand (VOD). IPTV uses broadband ADSL, exactly the same technology that delivers high-speed Internet to the computer. This opens the door to much more interactivity and the risk of thousands, as opposed to hundreds, of channels.
Find What's On
All IPTV services will offer basic interactivity to compliment navigation and search with the vast amounts of content. A digital programme guide (EPG) will permit viewers to see the linear and on-demand content which can be found.
EPGs are likely to allow viewers to look at programme listings as much as two weeks in advance, plus look back over programmes in the previous seven days broadcast schedule. A powerful search facility will permit viewers to look for programmes by title, genre and keywords. Filters will allow viewers to display lists of films, music, pay-per-view events and definition programmes.
The EPG is going to be customisable by viewers, who'll be able to create their particular line-up of favourite channels and content. In addition to full-screen layouts, EPGs will have a mini-overlay mode that may allow the viewer to keep watching the current programme while browsing the schedule.
Personal Video Recorder
Many IPTV set top boxes will incorporate a Personal Video Recorder (PVR) that will allow programmes and interactive prepared to be recorded. Viewers should be able to watch one programme while recording another. They'll also be able to use interactive services or video at the moment while recording in the shadows. While watching linear TV programming, viewers should be able to pause and rewind live television.
The PVR will probably be programmed via the Electronic Programme Guide. Intelligent series linking will permit programme episodes to become recorded based on preferences; first-runs, repeats, or all occurrences. Programme and movie trailers will contain interactive links that may be selected to plan a recording. Remote scheduling of recording will also be possible using a cell phone or the web.
With IPTV, viewers can watch a lot more television as well. Sports fans will be able to keep an eye on six games at the same time, on the same screen, or study one game from multiple camera angles. Viewer involvement is going to be encouraged through voting, competitions and messaging services.
Interactive advertising will extend traditional linear advertising. It is going to allow advertisers to present product information available as an on-screen interactive brochure. This will likely re-enforce the brand messages and encourage viewer involvement with all the product. It will also allow a primary element to be put into any TV campaign, with responses being captured from viewers.
The two-way nature of your IPTV connection makes it perfect for providing person-to-person communication services. Im services will allow viewers to 'chat' via texting while continuing to watch a movie. Video conferencing over television will allow virtual family gatherings when family members are spread across the world.
Services will probably be used both as stand-alone applications, so that as add-ons to programming. Friends will be able to chat while watching a programme 'together' in different locations. Phone-in shows should be able to display callers, linked from their home.
IPTV provides many feeds of news, entertainment and information. Viewers should be able to personalise their 'feed reader' to check their particular interests. This may then collect up-to-date information including news headlines, sports results, share prices and travel updates in a single place.
Dating services allows subscribers to set up a user profile and find compatible 'matches' to communicate with. Messages will be exchanged quickly, cheaply and safely, devoid of the security concerns of meeting in the real world.
Betting & Gaming
IPTV will give you a range of betting and gaming at will services. These should include sports betting services, where bets are put on both live and virtual sports. The betting will be closely linked to the TV coverage, you need to include in-running betting. There will also be a selection of casino style games including roulette, blackjack, slots and poker. A few of these will be stand-alone games, others will be linked to programming with either live or virtual presenters.
IPTV will enable the secure sharing of video recordings, photos and music. Users with a home network should be able to share digital pleased with other devices for example PCs and portable media players. IPTV is a key component in the connected home.
Users will also be able to share pleased with family and friends across the Internet. Effective digital content protection with consumer flexibility will be essential for such sharing to flourish. IPTV could even allow users to acquire their own television channel where they might share their views, pics and vids with the rest of the world being a video podcast.
Interactive television provides genuinely useful applications that enhance the overall user experience of IPTV. Interactive services must be seen as part of the overall infrastructure of delivering television - not only a bolt on.
To have the right interactive services to fulfill consumer demands will require experimentation. Content providers, broadcasters and network owners must develop, trial, refine and roll-out interactive services. A lot has been learnt over the past ten years about interactive TV. This information can help inform the design of interactive services for IPTV.