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Convergence of fixed, mobile and cable networks has tackled well known patterns where incumbent operators have reliable understanding of telecommunication and broadcaster of TV provisioning. Currently both parties are cannibalizing their business models by providing integrated bundled solutions: telecommunication, Internet and TV - known under the notion of triple play. To-date, a lot of vendor specific silo approaches are appearing. These approaches lack of three characteristics: cross-vendor interoperability, integrated telecommunication and interactivity. Thus, Standard Development Organizations address the standardization of open interfaces to address these issues. This paper proposes a novel IPTV architecture addressing interoperability, telecommunication and interactivity by designing an integrated IMS-based IPTV solution that fixes personalized and interactive services and their coherent integration. Ericssonpsilas vision of an IMS-based reality game show serves as one evaluation example.