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What is ... IPTV
Unlike conventional terrestrial, satellite or cable TV, television based on Internet Protocol (IP), known as IPTV or television over broadband, is addressable.
This means that both the source and the destination can be uniquely defined.
It is also bi-directional - viewers can provide input from their remote control.
These features allow IPTV content to become highly personalised so that viewers are no longer constrained by programming schedules.
Similarly, multiple ads can simultaneously share a single slot and, like ultra-flexible direct mail, be tailored to households according to demographics, psychographics, location, interests, programme content, time of day, language and other factors.
This article was first published on Direct Response
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