IPTV is not a protocol in itself. IPTV or Television on the IP protocol, has been developed based on video-streaming. Current television will evolve to this technology in the near future, although this requires much faster networks than current ones to guarantee quality of service. And it allows, thanks to its greater bandwidth, to have many more channels and with more definition than in satellite or cable TV.
Unlike the current situation, the provider will not transmit its content waiting for the viewer to connect, but the content will arrive only when the client requests it. The key is in the personalization given by the auto selection. This enables the development of pay-per-view or pay-per-view or video on demand. The user has a device connected to his computer whose function is to add a "computing layer" to his television and through a guide he will be able to select the contents that he wishes to see or access the contents that he has selected from other tools that he uses such as they are social media like Facebook. Optionally, the connected device has the capacity to store content and thus be able to view them even when it is disconnected.
The content is based on both traditional channel channels and more specific audiovisual content on a certain topic, so that the client selects the ones they like regardless of who produces the content. In the advertising sector, as it is information that reaches Through the internet, ads can be targeted very precisely and their effectiveness can also be measured in real time.
Just as there are applications to moderate content for children on the web (parental control, Netnanny type) there are services so that parents can block certain content on IPTV that can only be shown after verification of a parental password, likewise you can search for example all the programs, series or films in which this or that author acts or that are of this or that genre.