Users are increasingly demanding a two-way TV experience, wherever they are.
They want to be able to combine their TV viewing with personal communication, making it possible to chat with a friend while watching a show or use the internet to find out the latest information connected to the program they are viewing.
They want to interact, by either communicating directly with the show through voting and polls, or by providing their own content.
And just as with other communication, they want to be able to customize their experience to meet their specific needs. 
Individualization, however, can not come at the expense of quality – poor picture or sound, glitches and slow response times are not acceptable.
However, the TV market includes many players, from service and content providers to advertisers, who want to capture this emerging revenue base – estimated to be worth up to USD 29 million by 2010. They need solutions that allow them to provide the personalized experience their customers demand, while utilizing this personalization to provide targeted campaigns and tailored offerings that differentiate themselves from the competition.

Strengthened by recent acquisitions, Ericsson’s end-to-end TV solution provides the technology, services and offerings necessary for successful traditional (linear), on-demand or podcast TV, making an individual TV experience possible at home, on the move, via mobile phone or laptop.

To ensure mass market success, Ericsson focuses on ensuring that the key drivers for user satisfaction are met:

• Personalization
• Interactivity
• Communication
• High-definition quality
• Opportunities for user-generated content.

This provides opportunities for all players in the TV field – operators and service providers, advertisers and content providers.
As a Prime Integrator, Ericsson utilizes its strength in converged technologies, such as IMS, mobile broadband, and MBMS, together with extensive experience in telecoms business, to support customers in providing the TV experience users demand.

Ericsson is a key player in the TV evolution. To date, Ericsson has delivered more than 60 mobile-TV solutions and its IPTV technologies have been chosen by hundreds of operators worldwide.

If TV is to be available anywhere, anytime, interoperability is key. Ericsson is a founding member of the Open IPTV Forum and continues to drive industry-wide standardization in bodies working with TV-enabling technologies such as IMS and DLNA.