IPTV Applications and Services
IPTV will offer users many different applications and services. While no IPTV service is currently superior to satellite or digital cable services, they are beginning to offer features that are comparable. Video-on-demand, digital video recording, and high definition programming are a few things that digital cable and satellite television are good at. IPTV is going to try and offer the same services at over internet protocol.
Applications and Services provided by IPTV include:
Digital Broadcast Television
Video on Demand (VoD)
Anywhere Television Service
Global Television Channels
Personal Media Channels
Addressable Advertising
The first service that will be discussed is Digital Broadcast Television, or DBTV. IPTV will give users the opportunity to receive conventional digital TV through internet protocol. As of February 17, 2009, analog broadcasting of television channels will stop in the United States. The Federal Government intends to free up parts of the broadcast spectrum for public safety, and other uses. Because internet protocol is an entirely digital format, anyone using IPTV will not have to worry about the conversion when that day comes. (Lee, C. (2007), DBTV Explained)
Digital Broadcast TV gives IPTV the potential to carry a greater number of channels and a larger variety of programs than other TV providers. Instead of broadcasting every channel at once, like other TV providers, IPTV suppliers only delivers the channels that are being viewed by the users, and can potentially offer an unlimited number of channels.
Another service that will be provided by IPTV is Video on Demand (VOD). It allows users to interactively request and receive television channels and stored media. This application gives the subscribers the freedom to view content at their convenience. VOD is a form of Time shifting. Typically those watching VOD on a TV can pause, fast forward, and rewind as if they were watching the program on a VCR, DVD, or DVR. While in the past this was often known as Interactive Video on Demand, now it's become a standard. ((2007) VOD dictionary)
Anywhere TV allows you to watch and control TV from anywhere in the world, including channel surfing/changing, personal video recorder control, and scheduled recording from any computer … now on a mobile phone, any Windows-based Wi-Fi PDA device, and any computer with an internet connection. IPTV can be operated like a television extension. Once the Internet address of the user is registered with the Internet Television Service Provider (ITVSP), a user can view IPTV from any Internet connection point. This also includes mobile devices. (Internet Protocol Television)
Global Television Channels are, as the name suggests, television channels that can be viewed globally. This gives content providers the opportunity to distribute content beyond their local areas, and outside the reach of local governments. The content providers can avoid local regulations, and it reduces the costs of distributing the content on a global level. (IPTV Frequently Asked Questions. Retrieved September 10, 2007)
Personal Media Channels are user-friendly communication services, which give users the freedom to select and view media from different media sources such as video or music. An IPTV customer can be assigned a personal television channel. The user can then upload their media and allow other people to access it. (Internet Protocol Television)
Addressable Advertising allows for a measurement of the efficiency of advertising campaigns. The IPTV service providers observe the viewing profile of the subscribers, and determine whether or not the advertising message is appropriate for that viewer. Business will then be able aim their advertisements toward their target audiences, which will cut down the cost of advertising, and ensure that their advertisements reach their pre-determined audiences. Currently ads that are sent through digital or analog cable and satellite systems and are broadcast to the entire region. The ads may be filtered after reaching the user's set-top box to display alternatives but these are based on demographics. Addressable advertising has the potential to increase advertising revenue per viewer by over 20 times while the viewer experience becomes more personalized. This means that targeted advertising may become the single most important reason for the rapid introduction of IPTV. (Christian, P. (2005) Addressable IPTV Advertising)
(2007) VOD dictionary, Retrieved November 22, 2007, Web site, <
http://www.itvdictionary.com/vod.html>
Christian, P. (2005) Addressable IPTV Advertising, Retrieved November 21,2007, Web
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Internet Protocol Television (IPTV). Retrieved September 10, 2007.
IPTV Frequently Asked Questions. Retrieved September 10, 2007.
Lee, C. (2007), DBTV Explained, Retrieved November 22, 2007, Web site, <
http://www.leemark.com/digitaltv/index.html#edtv>