IP TV is analyzed in this article from Business Week Online. IP TV also a linkage to the Long Tail concept (however, how do you define the Long Tail in this respect as the content of Disney is a long tail summary of mostly hits?). I believe a separate initiative like stated below is doomed to fail. It is not in the interest of end users, especially the hardware part. Consumers want a one stop shop for video on demand content in most cases I believe. Collaborative initiatives like MovieLink or CinemaNow might have a better chance of succeeding in my view. Besides this, I think there will be different upcoming TV content producers, from offline media giants to niche cross media publishers to BBC (and other public networks) to even user generated content.
"IPTV's Revolution May Be on Hold. The Internet technology could transform home entertainment. Problem is, what's the point of unlimited channels if studios won't provide content? Aside from a partnership with the Web site CinemaNow to stream video over the Web, Disney has kept its movies to itself. And since 2003, it has used its own video-on-demand network, called Moviebeam. The service works only on special hardware that consumers must rent directly from Disney, in addition to paying a per-movie fee."