In an Internet TV system there are several agents involved with different interests. Mainly there are iTV-service providers, content (videos, films, shows, series, …) producers, advertisers and end-users.  The business model is simple and known: end-users pay per view or watch ads per view, advertisers pay for end-users to watch their ads, iTV-service providers pay to obtain contents and content producers generate contents. In this work we explore some ideas to analyze the problem of how to allocate the profits obtained in an Internet TV system between iTV-service providers and content producers. We try to find  answers to that problem from the perspective of game theory.