As the World Turns From MTV to ITV

copyright Adage.com
By Steve Rubel
Published: September 19, 2006

Apple CEO Steve Jobs was at the top of his game when he rolled out new iPods and more last week. The big news, by far, is a product that will debut early next year. Tentatively called ITV, the set-top box will stream movies and TV shows purchased on your Windows PC or Mac to your big screen TV.

Whether Jobs succeeds in his quest to turn every TV into one powered by Apple is an open question. Lots of companies are moving head-first into the IPTV space. But what's certain is the TV business is going to make another hairpin turn that will make your TiVo look like a UHF in a few years. Here are three trends to watch.

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