IPTV is a phenomenon that changes the value chain of the media sector. The medium of television is becoming more interactive and internet connected devices create new business and transaction models. With IPTV, a new media world opens, where mass-oriented "broadcasting" transforms in an interactive 1-on-1 relationship with the viewer. The IPTV platform enables interactive services such as video on demand, but also another information distribution model and - more importantly - gathering information. In short, with IPTV changes the television experience from passive to interactive and crates opportunities for new capitalization opportunities of and through the television channel.