BigBand Networks has created a video-processing platform called the MSP2000 that can be used by IPTV and cable companies to deliver personalized video services to viewers. It will start off primarily being used for dynamic, customized ad insertion and other advanced advertising features but there is hope that this kind of technology could one day lead to pay-TV operators being capable of sending unique video streams to each individual subscriber based on their specific interests and video demands without requiring separate devices like set-top boxes. The MSP2000 gets “200 Gigabits per second of switching capacity per chassis” and is already capable of some advanced personalization features including “customized interactive program guides and fast channel change for switched video”. It is being tested out by a variety of different BigBand customers and is expected to be seen first from IPTV providers.