Well beyond streaming video: IPv6 and the next generation television

The Internet has provided a plethora of commercial opportunities, the majority of them arising from advances in software and networking. As the technology evolves in an ever increasing pace, new opportunities are bound to be created. This paper examines how one of these technologies, the 6th version of the Internet Protocol, may affect the Internet and the opportunities associated with it, by looking at one specific emerging application: Internet Television (IPTv). In particular, the paper examines the possible impact and implications of multicasting on television broadcasts. Television and cable broadcasters have looked for ways to exploit the potential of narrowcast for a long time, but conventional narrowcast business models have been hampered by the geographic and technological limitations in reaching audiences big enough to be economically viable. The Internet, however, is naturally disposed toward one-to-one communications and high levels of interactivity thus providing a significant platform from which to broadcast.The television industry has been selected in order to highlight that emerging Internet technologies can significantly affect well-established industries and markets and create new opportunities when carefully exploited. More specifically by reducing entry barriers it can allow SMEs to enter markets that traditionally required large investments. The paper discusses the implications for policy makers and regulatory bodies, entrepreneurs wishing to start new channels, established television broadcasters and finally the viewers themselves.