IPTV: Not just TV on your PC
July 2007
David Orman from Joost and Gary Knight from ITV explore the potential which IPTV offers both to consumers as well as advertisers. Both agree that freedom of choice and the opportunity to be in control of when they watch what they want to watch is the key benefit to consumers. Orman points out that advertisers will benefit from getting closer to consumer's tastes and preferences. Consumers in turn will no longer be pushed products which they're not interested in.
Knight also argues that fixed schedules and appointment-to-view will not disappear entirely for popular crowd-pullers like live football matches or the most popular soaps.
The consensus is that while consumers will remain confused for a while as to which flat-screen TV or set-top device they prefer, media owners will continue to battle it out, not over technology but rather over content. Industry pundits are betting on producers of high quality content winning regardless of media platform.
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