—In this paper, we introduce the personalized Internet protocol television (IPTV) services for new business opportunities in next generation networks (NGN) and present the direction and strategies for services deployment in network operators’ perspective. Personalized IPTV will be key solutions for value added services over Internet and emergence of Web and NGN will provide open platform and new business model for IPTV services in the future. Keywords-NGN; IPTV; Web