Now that anyone can stream content over the open internet – so-called over-the-top (OTT) TV – end users are up for grabs. But users are demanding. They want to watch whatever they want, wherever they want. So how can telcos, ISPs and broadcasters capitalize on this opportunity and generate additional revenues? By delivering high-end content to multiple devices or providing video content from multiple sources direct to TVs in the home.

The internet presents different challenges for different players in the online content business. Pay TV providers, cable operators, satellite TV companies and IPTV operators all want to expand their services to more devices and retain subscribers. They are fighting the so-called “cord cutters”, people who cancel their TV subscription because they can get great content over the internet for a cheaper price.

Telcos are in a different position. They already have a good relationship with their customers and may have some content services. They want to increase revenue per user by offering a real TV service that delivers premium content on multiple devices and OTT TV allows them to do this.

What about traditional broadcasters? Until recently, they had to go through pay TV operators in order to get revenues from their content. With OTT TV, they can access end users directly without having to invest in expensive infrastructure. They want to utilize the open internet to reach the end user and create a billing relationship.

As for content owners, they see the success of services like Hulu and Netflix and want to create a niche service for a particular territory. They need a platform that is a white-label Netflix that enables them to do that.

All these groups have slightly different goals but in the end they all want to deliver a compelling OTT TV service across devices and charge for it. Then there are the users themselves. They have an unprecedented choice of TV and web content. They want to be able to access this content wherever they are: on the go on their smartphones and tablets or at home on their TVs.

So how can would-be TV providers meet this demand? Tvinci offers a solution that revolves around the user rather than the device. Customers can access all the content they have rented, bought or subscribed to on all their devices – PC, tablet, smartphone, TV and game console – and have a consistent experience that is personalized for them.

Ximon is an online TV service in the Netherlands that is already taking advantage of Tvinci’s technology. It has enabled Ximon to develop a paid service that gives users a great experience. It also integrates social media like Facebook and Hyves, a popular Dutch social networking site, and iDEAL, a local online payment service. As a result, Ximon has a localized solution that is unmatched in the Dutch market in terms of the quality of the viewing experience and the potential for expansion to additional devices.

Tvinci’s solution allows users to watch a range of content over multiple devices. But what about people who want to watch everything on TV in the comfort of their own homes?

PeerTV operates in an emerging and rapidly growing consumer-oriented market in which new generation of Internet TV operators seek a replacement for the costly use of satellite/ cable infrastructure as a delivery platform. These Internet-based ‘Virtual TV Operators’ (VTOs) feature a new model, replacing the costly and limited broadcast infrastructure with the open Internet, thus exploiting its powerful standards and innovative business models.

PeerTV solutions enables operators and content providers to deliver and manage content to people’s homes over the open internet. A powerful combination of hardware and software streams premium content services to advanced set-top boxes.

These set-top boxes connect TVs to the internet and allow users to access video on demand, broadcast TV, web content and games using the latest video streaming technology. A simple remote control with a user-friendly interface gives consumers access to the content they want with full control over playback.

Tvinci’s and PeerTV’s OTT TV solutions will be on display at IBC 2011. Schedule a demo here, or another with a related technology at IBC.