Internet Protocol Television (IPTV) is rapidly becoming reality. According to California-based analyst firm Infonetics Research, revenues will soar to more than $44 billion in 2009 and 53 million households worldwide will be watching TV via broadband. IPTV will revolutionize the content delivery model. Personal Video Recorders (PVRs) are already an indication of the transformation. Consumers no longer have to view content at set times as dictated by the networks or subscribe to 120 channels in order to gain access to a few that they really wish to watch. The ability to skip through commercials spells the end for so-called prime time advertising. IPTV will change things dramatically and consumers will be able to view anything at any time in high definition (HD) quality.
Even the services are being enhanced with value additions. Dish TV has announced mobile antennas and VGA set-top-boxes for PC, whereas TataSky has announced the launch of Digital Video Recorders(DVR). In fact, battle clouds are gathering on the DTH front before just the launch of Big TV, DTH venture of Reliance. Big TV has already announced having ordered 2 million set-top-boxes and plans to provide 1000 STBs to Reliance employees all over the country for the initial seeding. In the DTH market, considering the situation on the ground where already three players are in action, this is not a mean task.