Recommendation ITU-T H.780 describes a general framework for digital signage (DS) services based on IPTV architecture from the viewpoint of technical and service aspects. First, DS domains, a generic DS architecture and the classification of DS services are introduced. As technical IPTV specifications are close to those of DS, a brief comparison between the two services is provided (e.g., structure of a functional group and detailed media processing). Subsequently, high-level requirements concerning DS services are described. In addition, this Recommendation contains content delivery methods and details of functionalities of both server- and client-side applications for DS services.