From NewTeeVee:

Adobe and Broadcom Corporation announced today that Flash will be integrated into Broadcom’s latest digital television and set-top box system-on-a-chip platforms. The partnership will make it easier to watch web video on your TV, and comes one day after Adobe announced a similar chip partnership with Intel.
[...]
Flash is the dominant video platform on the web, and Adobe wants to keep it that way as more televisions start receiving online video. ABI Research predicts that, thanks to more Net-connected TVs, the number of people watching online video will boom to 941 million in 2013, up from 563 million at the end of 2008. Getting in on the chip level with biggies like Intel and Broadcom is one tactic to ensure Flash’s dominance.
Broadcom’s Flash-supporting chips are expected to be available to manufacturers in the first half of this year.

It seems clear that flash will become one of the main frameworks not only for getting IPTV into your PC, but also for accessing this content from your STB: maybe Java is loosing ground…
Take a look at how Boxee does this with Hulu. They embed their flash player, but they still keep Hulu happy as they will not lose control on the content and how it is displayed: they are just making Hulu reach more users. And they do the same with other channels (ie, Comedy Central) and IPTV offerings (ie, iPlayer)…