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GenosTV, a company billing itself as the first "virtual cable TV provider" is looking for beta testers for its IPTV platform. The service will differentiate itself in three ways: by not requiring a dedicated set-top box, by offering complete à la carte pricing, and by not being an on-demand service like Hulu and its competitors.
The service aims to be a platform agnostic linear streaming service, so any connected TV, media player, or set top box will be able to access the GenosTV service. "Customers have been unhappy for so long and the first chance they get to switch to a solid alternative, they will," said founder Rob Shambro. "Remember when Orbitz and Travelocity eliminated the travel agent? That was nothing compared to the effect of GenosTV on the media sector."
According to market research released by In-Stat Tuesday, the hybrid set top box market will be a $1.3 billion industry by 2014, so devising a pay TV strategy that will work across any of these devices is an attractive idea indeed.