Increased awareness of what is possible on the TV has driven consumer interest in these services, and competition has caused many providers around the globe to evaluate and introduce advanced TV features that leverage digital technologies. Companies in developed nations, including North America and Europe, are rolling out on-demand, interactive, and time/place-shifting offerings. Several providers in emerging markets, such as China and India, are working on digitalization of their services, and they are exploring the new features made possible by this technological shift.
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