The twist is that VOD, unlike early trials, now has serious competition from other services, including PVR/DVR (a kind of VOD, in its own fashion) and so-called "over the top" video services such as iTunes, YouTube and Amazon Unbox. Such services are only just getting off the ground and have plenty to prove themselves. But DBS/DTH operators will have to work that dynamic - along with all the others - into any plans to compete in the race for value-add.