IPTV has gone mainstream. What was once discussed within Telephony magazine is now discussed within USA Today and the Wall Street Journal. Most telecom trade shows now have an IPTV track or pavilion. Even the holy grail of technology trade shows, International CES, prominently discusses IPTV and its promise. The larger telecom industry now openly embraces IPTV in much the same way the IOC sector did several years ago. But just as quickly as IPTV hits the mainstream, so too is the emergence of viable content distribution alternatives. Can IPTV compete?

Cable networks and content owners are rushing to make their product available directly to the consumer via the Internet, launching “broadband channels” that let subscribers view and interact with content online. It's an impressive list — ESPN, MTV, E!, Disney, CNN, ABCNews and StarzEncore, to name a few, all have launched separate broadband channels. Some are even calling this the video Vonage phenomena. The broadcast networks are in the game as well with partnerships to make their compelling content available in non-traditional ways. Want to download a missed show from NBC or ABC? No problem, download it to your iPod. Miss the latest episode of “Survivor?” Visit Google and download it. No IPTV subscription necessary.

The biggest drawback to this emerging model is the “sit-up” versus “sit-back” debate, which argues that the mainstream subscriber will not want to sit up and watch this compelling content on their PC monitor. They would rather sit back in a comfortable chair and watch it on a television. It's a decent argument, but one that won't last. Intel and others will solve that problem soon. Intel's new Viiv platform aims to make this Internet-delivered content as easy to view on the television as today's IPTV-delivered content. Upstarts like Akimbo already offer a “broadband” set-top box with access to a vast library of on-demand content. There will be more to follow. These developments are contributing factors in the shift to an on-demand content world, which ultimately may settle the rancorous a la carte debate.

Luckily, IPTV operators have an advantage. The switched digital video architecture affords them the technical capability to customize a unique viewing experience down to the individual subscriber level. By leveraging all the features of an IPTV network, they may be in a position to seize upon these shifts and offer an unmatched entertainment experience, holding the attention and loyalty of their subscribers. Truth be told, this vision is not feasible today. IPTV is stuck in the traditional cable TV world. Policy and traditional thinking has limited IPTV to be simply a “me-too” service with some neat features. Hopefully, that will change. If IPTV is allowed to exploit its inherent advantages, operators will be in a much better position to play in and exploit this emerging world of content anywhere, anytime, on my terms.