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Viewing report
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HDTV in Europe
IDATE, Nov 2006, Pages: 40
Europe’s HDTV market is in its early days: although estimates point to 10 million households equipped with an HD-ready TV by the end of 2006, only a fraction of them will actually be consuming HDTV services. Nevertheless, the high-definition TV transition is both well underway and irreversible, with clear strides having been madeover the past two years: - The base of HD-ready TV sets is growing. - Although later than planned, HD services have been launched in several European countries. - The different distribution networks have become HD-compatible.- Technical production and broadcasting chains are largely HD-ready. But major obstacles do still exist which are hampering the take-up rate: - Some consumers have trouble understanding the benefits of high definition.- The HD business model is still fuzzy for general interest channels.- HD programme production is being blocked by the chicken or the egg dilemma that is weighing on the industry as a whole. At a time when growth is being fuelled by pay-TV services, the introduction of HD-DVD players later this year could give the market a boost, as could HD versions of the Olympic Games in Beijing in 2008 and of the European football championships. Added to this, the launch of a free to air HDTV service could provide the much-needed breakthrough to increase viewers’ exposure to high definition services.
Key questions
-What lessons can be learned from HDTV deployments in the US and Japan?
-HDTV in Europe: on which network?
-How to encourage an expansion of HD content?
-What conditions are needed for a migration to a free HDTV offer?
-What leverage can be used to kick start the market?
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