The majority of Asia’s IPTV operators are trying to catch up with the established pay-TV platforms. HD, PVR and multichannel services are quickly becoming ubiquitous while IPTV operators are struggling to attract subscribers by offering these services alone. But considering IPTV’s inherent strengths and bullish predictions for growth figures for the region, experts believe that combined with triple or quadruple play, IPTV offers a unique service proposition. IPTV’s two-way infrastructure naturally lends itself to ondemand, interactive and timeshifted services. Plus, IPTV operators and advertisers have an ability to understand exactly what the consumer wants to watch and when they want to watch it. The key is to deliver on-demand, interactive, personalized TV experience, which will enable viewers to progress from being the passive recipient of linear broadcasts to an empowered consumer who dictates the content they watch, where they watch it and when they watch it.