Lex - Internet protocol television

English rugby fans would rather forget their team's recent match against Ireland. But for those Irish viewers who missed it, internet protocol television allows them to defy the schedules and download “live” programming over broadband networks when they choose. IPTV offers true video-on-demand and enhanced interaction with viewers. For those at home, that means full participation in interactive game shows and forums. Meanwhile, broadcasters could target programming and, importantly, advertising on a house-by-house or even set-by-set basis.

Investors are justifiably wary of utopian technologies, but they should seize genuine opportunities. IPTV builds on existing broadband infrastructure, with global connections forecast to double to 200m by 2008

Developing content for IPTV, however, is risky and something many dotcoms got wrong with regards to the web. Lessons from the Napster debacle in the music industry should also be heeded. Above all, developing innovative ways to capture the full financial benefits of IPTV as Google has done with online advertising will sort winners from losers.

ne trend emerging within IPTV is for viewers to “mash up” programmes by splicing unconnected scenes, changing the content itself. That should have traditional broadcasters thinking hard. If someone can find a way to let English rugby fans edit the outcome of matches, they are definitely onto a winner.

Read the article: www.ft.com