Television and the Internet are colliding as they try to coexist to create iTV, or personalized TV. The technology is basically in place, but the competitors--from film studios to cable companies--cannot agree on how to make it happen, and a genuinely personal TV is still far away. The Internet is about being in control, while TV is all about instant satisfaction. Combining television and the Internet into iTV will enable viewers to watch what they want, when they want it, similar to TiVo. The recorders also enable you to connect to the Internet via your television and do things like buy movie tickets from your couch, and check the traffic before your commute each day. Each player has lofty ideas to take over the market, but the transition from network TV to networked TV has stalled because nobody is willing to jeopardize its revenues and power until it becomes apparent how the new model will pay. Europe and Asia have advanced past the U.S. in personalizing TV services. Steve Jobs of Apple is one of the few people who has made sense of this fractured market and profited from it, forcing fearful media bosses to change their approach to webified TV. The challenge is to get media companies comfortable about setting free the programming. Hulu, a website recently launched by NBC Universal and News Corp., is NBC's effort to value their shows on the Internet by offering movies and TV shows for free, with commercials online, enabling companies to get their money and consumers to get some control. However, Hulu's big limitations are that you can only watch it on a computer, not on TV, and you cannot record the shows. The search for true iTV continues.