The flat-screen television in Randall Stephenson’s office in downtown San Antonio, Texas is tuned to the CNBC business news channel. But AT&T’s chief executive is not watching broadcast, cable or even satellite television. The video signal feeding his desktop television is running over the telecommunications company’s new broadband video network, dubbed “U-verse”.

AT&T’s U-verse service uses a rapidly emerging technology called IPTV (internet protocol television) that many analysts and industry insiders believe is poised to become the standard for next-generation television delivery. Despite some early technology hiccups, IPTV could help revitalise a telecoms industry facing the steady decline of traditional fixed-line voice revenues. In the process, it could also disrupt the traditional television broadcasting industry and create a new distribution channel for media companies and content creators big and small.