The IP&TV World Forum kicks off in London this week with the new name of TV Connect.

Informa Telecoms & Media, the organizer of the event that runs today through Thursday, said the new branding was a reflection of the evolving industry and rapidly converging TV market.

The new name also reflects a broader base of attendees that includes telcos, cable providers, broadcasters and ISPs, consumer electronics and smart TV companies, content providers, application developers, and other connected entertainment providers such as gaming and music.

The event, which is now in its eighth year, has been a global platform for the development and deployment of IP-delivered TV.

“While managed end-to-end telco IPTV will always be at the core of our coverage, our industry now encapsulates so much more,” said Gavin Whitechurch, executive director of Informa Telecoms & Media. “Our market is rich with alternative service terminologies; from multi-platform and multi-screen to TV Everywhere, mobile TV, smart TV and connected TV, and OTT TV to personal TV. We believe our future – and that of the industry – is to bring together those different strands, and more, as we develop a world of connected entertainment.”