Content, not technology, will encourage the widespread adoption of digital television. A broad scope of new channels and services are possible in a digital TV environment. These include high-definition television, video-on-demand movies, theme channels, multicasting or the distribution of the same content on different channels at different times, Internet content on TV sets, video segments on personal computers, interactive shopping and games, and program guides for hundreds of channels. There are many opportunities for more and better content but there are also uncertainties about the business models for digital TV and concerns about who will control content.