MUMBAI: IPTV is being touted as the new growth frontier for both telecom and internet service providers with over 30 deployments globally to-date.

Most providers are offering triple-play services of video, data and voice to prevent churn and arrest falling revenues from traditional telephony.

Frost And Sullivan has come out with a report IPTV: Remote(ly) in Control. Frost and Sullivan principal consultant Jayesh Easwaramony says, "Despite the rapidly developing IPTV market, penetration remains low in most countries, leaving even the largest IPTV provider in the red.

"Decision makers are seized with doubts on the right service mix to entice consumers, the ideal business model and the payoff from sizeable investments in upgrading their networks," adds Easwaramony.

Unfamiliarity with the unique appeal of relevant content adds a new dimension to IPTV services and the challenge of making it a viable venture.