“The Business of IPTV: How Targetability Will Change the TV Game,” was held Tuesday, April 15, from 11:10 a.m. to 12:10 p.m., with moderator James McQuivey, VP, Forrester Research.

IPTV has changed the TV industry forever because its architecture requires two-way IP-connected set-top boxes and devices, opening the TV household to powerful targeting of content, services and advertising. A panel of IPTV leaders discussed effective strategies for targeted advertising to give consumers a better experience while potentially profiting service providers, once key systems are built. Presenters included John Giere, CMO, Alcatel-Lucent; Joe Seidel, director of worldwide partner development, Microsoft Mediaroom; and William Squadron, president, IP-Prime.