The number of subscribers to the Internet Protocol TV (IPTV) service has exceeded 1.3 million in eastern China's Shanghai, a figure that is largest among world cities, a service firm said.

The Shanghai-based media group, Radio and Television Shanghai, said it has formed a standard IPTV system to provide high-definition digital television service to households through telecommunication networks, according to a statement Xinhua received Thursday.

The company started a trial project to promote IPTV service in Shanghai and the northeastern city of Harbin after being offered China's first license to run the service in March 2005.

The development of IPTV, a rival to traditional television service, has facilitated China's ongoing efforts towards the establishment of a digital TV system and its development of next generation broadcasting in the future, said Zhang Jian, an official with BesTV, a subsidiary company of Radio and Television Shanghai.

Unlike traditional cable or wireless TV, IPTV enables broadband Internet users to access TV broadcasting services on their computers or TV sets with a set-top box. Some advanced mobile phone users can also be IPTV users due to technological advancements.