First true IPTV service?

I was just wondering who you guys think will be the first company to create a true IPTV service. Or do you guys think that there may never be a true IPTV service that can be compared with the current TV provider offerings?

Personally I think it will be Dish. If you look at the service they provide currently, DishWorld and Sling, then you could argue that they are already in the process of creating a true IPTV service. The DishWorld service could very well be a test that they are putting out to test the waters. The Sling service is pretty great as well (unless you have a slow upload speed like me).