Cloud TV is a general term for a new paradigm in broadcasting media services which gets rid of the conventional set-top box devices, antennas and cords. Cloud TV functions by utilizing cloud technologies and by shifting the broadcasting process from the set-top boxes to servers situated outside the homes of the recipients. Those servers store the audio-visual content which can be accessed “in the cloud” by users from any location provided they have an Internet-connected device. Thanks to this technological structure Cloud TV technology provides clients with greater flexibility compared to conventional terrestrial TV. Cloud TV customers can easily download recorded programmes and shows to their personal devices in order to watch it offline. The technology behind cloud TV allows for streaming on various devices, in different rooms and easily on the go. Furthermore, personalization, wider choice and a more complex viewing experience can be achieved through the interface of the service.
Nonetheless such streaming services might entail legal implications based on the legality of the stored and streamed content. Relevant case law on both sides of the Atlantic, such as the rulings in Bhaalu and Aereo gives proof that streaming can lead to copyright infringement even when it utilizes the ‘one person-one device’ principle. Furthermore, the physical dichotomy, which is inherent to all cloud technologies might further complicate matters and bring uncertainty as to within the scope of which jurisdiction is the cloud service operating.