In the past few years there has been an increasing trend towards personalization in the TV world. IMS-based IPTV is a good example of a highly personalized IPTV architecture, featuring an advanced identity management subsystem. This article studies a next step in the personalization of the television experience: concurrent use of TV services that are supported by the IMSbased IPTV system. That is, multiple users using the same television set at the same or at different times, where each user as personalized interaction with the service and content. Our analysis of IMS-based IPTV use cases shows that current architectures were not designed with concurrent use in mind. However, we demonstrate that the combination of concurrent use and personalized TV services can yield interesting and viable use cases in the areas of interactive game shows, personalized electronic program guides and channel lists, and other. Finally, an analysis of the IMS-based IPTV system and architecture shows that it has all the ingredients to implement these new concurrent TV use cases, and that the main challenges will be in the area of usability. The article concludes that personalization and concurrency are not contradictory for television services, neither from a use case perspective, nor technologically. In particular, the IMS-based IPTV system is able to facilitate an enhanced and personalized experience to concurrent TV users.
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