Next week's IP&TV World Forum in London is set to discuss the opportunities and challenges arising from the implementation of IP-based services for cable operators. Increased adoption of IP across the industry has led to this year's show being renamed to highlight and encompass the increasing number of service providers -- including cable companies -- that are now adopting IP technology, leading the show to focus on hybrid, IP and connected TV. Global companies Cable Europe, Ericsson, Virgin Media and Cisco will come together during the Day 1 keynote plenary session, "Combining cable bandwidth with IP flexibility," to discuss the shift to IP delivery of services and the user experience.