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The Internet Protocol TeleVision (IPTV) service provides rich multimedia services over IP networks and is widely believed to be the next killer application over the Internet. It is generating a lot of interest, especially in potential service providers who are eager to develop successful business models that will ensure their survival in this emerging market. The authors believe that the success of an IPTV business will depend to a large extent on the ability of the service providers to provide the right IPTV contents and services to the right subscribers, at the right time and in a way that is most convenient and appealing to the subscribers (more specifically, the end-users).
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