TV content providers could - if they were so disposed - bypass cable and satellite services and deliver programming directly to viewers, because much of the technology needed to deliver TV via the internet is already in place, writes CNET. Though providers don't plan to abandon traditional TV any time soon, they are keeping a close eye on internet TV developments. Most are dipping their toes into the market - while making sure that there is adequate demand for the service and their digital rights are protected.

More and more content providers, especially those outside of the United States, are apparently expressing interest in distributing content over the web.

"The challenge now is around usability. How do you make it easy for people to access high-quality video content over the internet while satisfying the rights of content owners and keeping networks safe from viruses?" Scott Sahadi, vice-president of corporate development for Kontiki, is quoted as saying. Kontiki has developed software that applies digital rights management rules to ensure that video isn't pirated.

"The traditional TV market is not dead," Sahadi says. "Multiple models will evolve. Broadband penetration and improvements in digital rights management are helping push content providers to look toward the web. But there will always be people who want…traditional television service."