Japanese broadcasters and telecoms firms are preparing for a predicted boom in the country's video-on-demand market.
VOD services are expected to grow into a ¥100 billion ($912m; €742m; £504m) market by 2010, claims Tetsuya Matsumoto, director of On Demand TV.
The company launched its VOD service in June, to 23 major Japanese regions including Tokyo and Osaka. It offers 1,800 titles and aims to sign up 400,000 subscribers by 2008.
Cable TV operators in Japan are using VOD as an incentive to lure customers to their core products and some video rental chains - likely to be the main victims of VOD - are jumping on the bandwagon to offer services.
Data sourced from Asahi Shimbun Online; additional content by WARC staff