Two new ITU standards in the field of IPTV have recently been agreed.
The first – Recommendation ITU-T H.740 - will enable a greater level of two way communication in IPTV services. For example it will support interactive services such as voting and e-commerce while also allowing better provision for emergency alerts and audience monitoring. Simply put the standard prescribes behaviour for an IPTV terminal in the case of receiving these instructions from either a broadcaster or a user.
More technically, H.740 "Application Event Handling for IPTV services" provides a framework of application event handling in IPTV services. An application event is describes as a specific user interaction or occurrence related with multimedia content. One of the characteristics of the new standard is that it gives a careful provision of privacy protection, with differing degrees of security.