While not strictly IPTV, BD-Live allows you to connect your TV (via a Blu-Ray Player) to the internet and download additional content for your Blu-ray movie.
Normally when you buy a dvd, it comes with a certain amount of extra features, some good some bad. Either way you only have what’s on the disc when you first buy the movie, nothing more.
BD-Live 2.0 is a standard for Blu-ray players that utilizes your internet connection and allows you to download additional content.
With an internet connected BD Live player, your movie is able to add features beyond what came with the disc, and for you to participate in adding features to the movie.