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"Your TV is an idiot box which delivers only what it is told to deliver by the broadcaster and does not understand the need of the hour." - Does this statement make you recall something?

Pre-cable explosion era viewer's viewership was controlled by DD in a way. DD would beam its signals in the sky and the viewer had a choice to leave it or watch it. So his choice was extremely limited. Post 1992, 'The Cable Era' witnessed invasion of some 40-50 channels, which increased to 200-250 channels (including regional and local cable channels) within a short span of time. Today even though the viewer has choice but is still restricted only to the selection of channel. He still cannot view 'what he wants', 'when he desires' which is increasingly becoming a consumer desire ever since Internet came in. Over some years, the Internet has commanded huge respect due to availability of on-demand content as per the user's choice and convenience.

Recent commercial trials for delivery of high band-width applications like TV Signals and other Internet applications over IP (using a STB) is all set to transform the 'idiot box' into an intelligent device, performing basic utility applications. IPTV is capable of providing genuinely useful applications that enhance the overall user experience of IPTV. Interactive services need to be seen as part of the overall infrastructure of delivering television - not just a bolt on. Though to get the right interactive services to meet consumer demands will require effort and experimentation but the opportunity is huge.

A much more startling feature is that 35% of India's population is under 15, it is the world's youngest nation and will remain younger for the next 10 years. The Indian youth is spend-thrift, thanks to the burgeoning incomes from the services segment, is impatient, has unique watching habits, and has different time pattern to watch TV, unlike his family members. In a way, Indian economy is rapidly moving towards a stage where it will have two different worlds within the same geography where the choice of programs will be different, selection of channels will be different biggest of all the prime-time for these viewers will be different.

Internet Protocol TV (IPTV) refers to the transmission of digital television signals and related entertainment services and applications over a broad-band network, using the same protocols, which support the Internet. Improvements in digital video compression standards as well as increased speed in broad-band connections over Digital Subscriber Line (DSL) technology and Fiber Access technologies have made possible the delivery of high quality video over the telephone line. This means that telecom operators are all set to enter the television distribution market and offer what is known as TRIPLE PLAY: offering telephony, data access and entertainment over the same access.

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* Contributed by: -
Piyush Upadhyay,
Management Graduate from Symbiosis Institute of Telecom Management, Pune,
Currently working with Airtel Broadband & Telephone Services.