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The paper discusses that IPTV isn't just about delivering digital television over Internet technology; it's about reinventing television to better achieve the goals Sarnoff first articulated decades ago. It's about developing a new medium that's greater than the sum of its parts. It's about creating a video- centric, next-generation Internet accessible on any device, be it mobile phone, computer, or HDTV, at any time and place the consumer chooses. It's about leveraging the Internet's power to better navigate the flood of content flowing our way. And it's about reinventing television advertising from being an unwelcome interruption to being useful, relevant information that can help make our lives more productive and fulfilling.