Media researcher Parks Associates says there will be some 40 million subscribers worldwide who will get video signals from the telcos and their IPTV services. Parks Associates, which conducted the study, estimates that by year's-end, IPTV services will see at least a 50% hike versus 2008.

Much of the rise comes from what Parks Associates says have been "aggressive" rollouts of services. That should continue if operators package in other digital services, such as convergence in entertainment and communications features, and interactive services, such as quality on-demand programming.

Beyond multichannel lineups, telecom operators can accomplish several ends: differentiate, generate new revenue opportunities and pull subscribers away from competitors, says Kurt Scherf, vice president, principal analyst, Parks Associates, in a release. He cites service offerings that include "interactive services, unique search and discovery elements, home networking and enhancements to customer support."

Parks Associates says 2008 worldwide IPTV subscriber levels were more than 20 million, an 80% climb versus the year before.

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