Extensions to the IPTV experience are bringing a new dimension to TV watching from the traditional “lean back and watch” to enabling “lean forward and interact” services to engage the user. The 2-way features of IPTV include camera selection while watching sporting events; interactive voting during televised debates, gaming and interaction with advertisements. By pressing a button on the TV remote a user can click to request additional information on a product being advertised which provides a direct connection to the advertiser. Users can watch broadcast (linear TV), VoD or use a personal video recorder (PVR) to watch at a later time
http://academy.itu.int/index.php/events/item/328-iptv
.....remind you of anything?