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Until recently, it was the major broadcasters and content owners who essentially decided what, when and where we watch television. Then two years ago, DVRs had become widespread enough that consumers were able to take some control of the content delivery equation. The launch of video downloads for the iPod generation also began to break down barriers. This session will address the fundamental changes occurring within the television industry and speculate on what new roles the satellite industry might play and, just as importantly, when.