Internet Protocol television (IPTV) is set to be the big thing next year as subscriber figures triple as the telecommunications big boys enter the market.

According to research firm iSuppli subscriptions to IPTV will reach 15 million worldwide in 2007, with it 63 million expected in 2010, a 26 fold jump over last year.

As the market grows from just providing basic voice, video and data as separate services to one that integrates the offerings and includes greater interactivity, IPTV is expected to grow to a £14bn business from its present level of less than £1bn. Video services are expected to account for nearly 87 per cent of the revenue with operators increasingly find ways to allow interactive advertising, resulting in higher ad rates.

It all sounds very good, but providing the infrastructure to provide a quality service which will turn users away from traditional TV and satellite maybe more of a problem.