A01 chaf6542 06 se fm indd

1 

Increase usage.

2 

Produce more dynamic content.

3 

Encourage more clients to order (extranet).

Answers to activities can be found at www.pearsoned.co.uk/chaffey

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Chapter 3  Managing digital business infrastructure

IPTV (Internet TV)

The growth in popularity of 

IPTV

 or ‘Internet TV’, where TV and video are streamed via 

broadband across the Internet, is one of the most exciting developments in recent years. In 

2007, services offering streamed viewing of hundreds of channels from providers such as the 

 Europe-  based Joost and the US service Hulu (www.hulu.com) launched, and there are many 

competitors such as Babelgum, Vuze and Veoh. IPTV is sometimes referred to as  non-  linear 

TV or on-demand broadcasting.

IPTV is also used to deliver standard channels available on satellite. Then there is also the 

IPTV option of digital TV downloaded before playback, as is possible with many traditional 

broadcasters such as the BBC, Sky or ITV using peer-to-peer distribution, where many users 

download and share small chunks of the programme. Who pays for the large bandwidth 

required by IPTV is an ongoing debate, covered in the next section on net neutrality.

It will be essential for marketers and ad agencies to learn how to exploit IPTV in order to 

reach online audiences