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Designing for the Web and TV are extremely different processes a design for the Web doesn’t automatically translate to the TV.
IPTV is a very different medium; with experience and requirements that are very distinct. Normally a TV viewer watches television to relax and be entertained. For this very reason, TV design has to be extremely simple, linear and easy to follow. The TV experience can also be a shared, entertaining experience. It is less of an interactive experience and more of an immersive interaction.