Since the introduction of IPTV services across the globe, telecom operators have been devising and carrying out different business models, e.g. la carte, service bundling, etc., to be able to harness the IPTV revenue-generating potential. As observed across different markets IPTV current role seems in most countries to be more of a defensive tool for telecom players to reduce the impact of intense competition
in the broadband segment, to fight CaTV operators offering telephony bundled with broadband Internet access and TV services, to fight fixed to mobile substitution and generally speaking to find new revenue streams in saturated fixed line markets. Launching an IPTV service is a tool for these operators to upsell their existing core services and reduce customer churn.