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In Europe, the transition from analogue terrestrial to digital terrestrial television continues to follow different paths which vary from country to country. Telecom operators are entering the digital TV market, but it is not clear if IPTV will be viable. The complexities and dynamics of the TV market could erase the advantage of convergence services like IPTV. This paper examines the Italian case and attempts to answer the question of how the market absorbs IPTV and identify the strengths and weaknesses of telecom operators. The results of this study will help policy makers, researchers and the industry devise new, effective and implementable strategies aimed at changing attitudes towards sustainable development.
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