IPTV has long been seen as a potentially killer application by mainland telecom operators faced with declining fixed-line revenues as Chinese users replace their landlines with mobile phones.
One of those operators is China Network Communications Group Corp (Netcom), which set up a joint venture with PCCW to develop IPTV in the mainland.
Thus far, both Netcom and rival China Telecom are still offering the service on a trial basis, impeded by the lack of licensing from the country's media regulator, the State Administration of Radio, Film and Television.
But Earful has learned that IPTV has a different definition on the mainland from the 'internet protocol television' we know it as.
A source recently told Earful the industry actually defines IPTV as 'interactive, personal TV' and, with telecoms offering the service only on a trial basis, cable TV operators are also key players in IPTV.
In contrast, IPTV is strictly defined in Hong Kong as television broadcast via internet protocol (IP), such as PCCW's NOW TV service.
'In China, consumers don't care what technology you use ... IPTV is about offering advanced interactive TV, it does not necessarily mean TV conveyed via internet protocol,' said the source.