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Customisation has become a key feature in new and upcoming communications applications. The "New media" viewpoint is that the user is increasingly in control. Viewing preferences and user driven advertising (including On-Demand advertising), coupled with innovative billing are expected to help IPTV/Video-on-Demand (VoD) attract traditional broadcast TV viewers. Several IPTV/VoD service architectures and implementations supporting strong viewer focus have already been developed. In this paper, the authors explore the design of a user centered, incentive driven VoD system based on the Mobicents JAIN SLEE Application Server.
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