Ericsson said it will use the IBC show in Amsterdam next month to outline its vision for “TV as a Service.”

Ericsson said that will include elements such as content discovery, its “MediaFirst” video processing platform  approach that supports Ultra HD/4K and high dynamic range video, targeted advertising solutions, and its cloud-powered MediaFirst platform for OTT and more traditional pay TV operators.

“At IBC 2016, Ericsson will introduce its vision for TV as a service and showcase its latest never-before-seen innovations, covering advertisement and analytics, virtual and augmented reality, an immersive sports showcase and the latest developments in video delivery,” Elisabetta Romano, Ericsson’s head of TV and media, said in a statement.

IBC is set for September 8-12.