IPTV (Internet Protocol Television) is a transformative approach to delivering audio and video services through high-speed Internet networks, enabling direct access to television content via home computers or set-top boxes. Despite its promising advantages, including flexibility, interactivity, and bundled services such as triple play (voice, Internet, and TV) and quadruple play (adding mobile services), IPTV is still in its development phase. Key challenges include achieving a Quality of Service (QoS) comparable to traditional broadcasters, addressing limited bandwidth, and overcoming a lack of standardization among service providers. This paper explores the technical, operational, and consumer-oriented aspects of IPTV. It discusses data compression techniques, protocols like IGMP and RTSP, and the role of advanced codecs like H.264 in ensuring efficient data transmission. The study also examines the distinctions between IPTV and open-network Internet TV, the importance of security and privacy, and the emergence of new business opportunities through targeted advertising and interactive services. Although IPTV is unlikely to completely replace traditional broadcasting, it is poised to play an important role in shaping the future of television by offering personalized, secure, and scalable viewing experiences.