A freshly coined technological term OTT (actually meaning "Over the Top") refers to a modern approach and platform for wide
digital media distribution. It may be seen as a natural extension to technological advantages brought by IPTV, broadband Internet
and data-heavy mobile networks. Namely, the ground concept of OTT is to offer all the available video, audio and similar media not
only via users' television sets, but through their personal computers, soft-wired set-top-boxes, mobile phones and similar devices as well.
While each component of a modern OTT system has been independently developed and used beforehand, the point of OTT is to merge
all those services and interaction smoothly together, i.e. letting the customers set up one account to be used on all their
compatible devices, and for all the available options they prefer. These options range from simple live TV channel viewing,
through historic and timeshift viewing, to on-demand shopping for music and movies, watching trailers, receiving recommendations, etc.