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Viewing report
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On-Demand TV, Part 2: Operators Must Move Fast to Add DVR to Their Digital Proposition
Yankee Group, The, Sep 2004, Pages: 18
As digitization gathers pace across Europe’s pay-TV markets, platform operators
continue searching for new ways to attract and retain digital customers as well as raise ARPU beyond the levels that pay and premium multichannel services can realistically achieve. The ability to offer on-demand TV services—specifically those that give the consumer the choice and flexibility to consume (when they want it) only the content they choose, is rapidly becoming the Holy Grail for pay-TV operators on both the traditional (cable and satellite) platforms and the emerging broadband delivery channel.
The drive toward on-demand is most evident in advanced digital pay-TV markets such as France and the United Kingdom. In those countries, uptake and ARPU levels are flattening and platform operators need compelling services to strengthen loyalty and the value of their customer base. French and British DTH operators have led the way in developing a range of interactive services (often known as “red button” services because they encourage users to press the red button on their remote control) such as gaming, betting and a variety of services that enable customers to participate in programs (e.g., by voting). However, the incremental value of such services is often marginal and their true mass-market appeal remains unproven.
On-demand programming has the most promise among these red button services because it is a clear evolution of television programming services likely to resonate with a much wider section of consumers. As Exhibit 2 shows, about half of all consumers are interested in the idea of on-demand services. On-demand services such as pay-per-view and near VoD (NVoD) were available on analog platforms before the arrival of digital television. Therefore, this product area has a clear and established development path. For this reason, operators in most markets have focused on providing more channels and limited ondemand services rather than developing newer and less predictable iTV services.
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