본 연구는 IPTV의 진화방향과 고객니즈의 확장, 그리고 해당 니즈와 관련된 기술의 예측을 위한 문헌연구와 전문가 대상의 실증연구를 수행하였다. 연구결과, IPTV는 커뮤니케이션, 인포메이션, 엔터테인먼트 수요를 통합하는 융합미디어 플랫폼으로 진화할 것으로 예상되고, IPTV에 대한 고객니즈는 기존 TV에 대한 기본 욕구인 고품질·저비용 욕구에서 4A(Any Time, Any Where, Any Contents, Any Device) 니즈로 확장되어 갈 것으로 예측되었다. 특히 IPTV가 진화할수록 4A니즈 가운데 Customization 욕구(Any Contents)가 가장 중요해질 것으로 예측되며, 이는 향후 IPTV 경쟁우위의 창출이 콘텐츠의 제작과 유통에 달려있다는 것을 시사한다.
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