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InStat reports "that Hybrid Web-to-TV set top boxes (STB) will be vital tools that enable
broadcasters and operators to compete with their own Internet
applications and over-the-top video offerings".
Because almost every possible consumer electronics device -with a screen- will be linked with an Internet Protocol (IP), the advertising-supported television industry and pay-TV service providers are trying to understand the impact on their business.
Gerry Kaufhold, Principal Analyst at InStat:
“When Apple began supporting 'apps' on their Apple iPhone, a whole new industry was created with about half a million 'apps' now available worldwide. Now, with a plethora of connected TV devices moving into the market, Internet Video is becoming the new 'must have' service.
TV programs will eventually become 'apps' themselves to provide a direct-to-consumer engagement with titles, brands and advertisers.”
Some of the research findings include: