Industry insiders like to talk in acronyms, like IPTV and OTT, or VOD. They are largely meaningless to viewers, who think in terms of television and video, or movies. Words like ‘on-demand’ are redundant. In a viewer-centric world, the expectation is that anything offered is instantly available when you want it, including live programming. Viewers should not have to ‘demand’ something to watch. It should be available to them to select. They just want to choose what to watch, even if they’re not quite sure what that is. Successful service providers will make that simple.