In Denmark the cable operators use a technique, where they send on-demand content as a TV-channel. If I want to order a movie or watch catch-up TV, then I will order it though their interface on the set-top-box, that is connected to the internet. The set-top-box (STB) will then receive the frequency settings for the stream and tune to the TV-channel, that is created on the fly. With catch-up TV, I’ll get the original broadcast quality. For rented content, they’ll just have to encode it once – to broadcast quality.

I could imagine that Comcast and Apple are going to do something similar. It would make sense, as it does not use the internet connection and still offers high quality. I also saves traffic, because broadcasting does not send a signal back.

It will through require that Comcast would be able to add servers close to the customers and in a high enough number, to provide “personal TV-channels” to all homes with this solution. There needs to be an available TV-channel, for each customer who want to watch VOD.

When my neighbor orders catch-up TV, from one of the unencrypted channels, then I’ll be able to tune in on my TV. But I’m not guaranteed to watch the end, if my neighbor turns off the STB or switch to another channel, I’ll loose the signal.