Most IPTV services use MPEG4, H264 or propriety protocols for broadcast or multicast. IPTV can be used to enjoy VoD, adverts, remote windows, and normal TV. As far as technology is concerned, IPTV uses a wide concept and offers a lot of applications.
IPTV allows you to create custom channels so you can choose the channels you want to watch. So, you have the freedom to opt for and pay for the channels you like.