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Viewing report
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2009 Australia – Broadcasting and Pay TV
Paul Budde Communication Pty Ltd., March 2009, Pages: 147
The annual publication ‘Australia - Broadcasting and Pay TV’ profiles key market sectors in Australia’s free-to-air TV, digital TV, pay TV and radio markets. It provides revenue and subscriber statistics as well comprehensive market overviews in areas such as targeted advertising, personal video recorders, digital radio, Interactive TV, set-top boxes, podcasting and datacasting.
The report reveals that although the dominance of FTA television as a mass communication medium has been unsurpassed for many decades, the industry is now facing challenges from a number of fronts as incumbent broadcasters cling to their lucrative oligopolies. Digital FTA TV has been held up in a vicious cycle since it was launched in 2001. Digital content, beyond simply offering better picture qualities, has not driven uptake of digital TV.
Crucial changes are likely to occur with respect to the advertising model employed by FTA and pay TV firms as consumers shift to digital viewing standards. In future, digital services will enable FTA and pay TV to utilise targeted advertising in a similar manner to web based content delivered to PC’s and increasingly, mobile phones. Firms within the industry entertain hopeful prospects of increased revenue per viewer from advertisers. However technical, legal and regulatory impediments remain, delaying the delivery of targeted advertising via FTA and pay TV channels, while telecommunications providers and other new media players continue to prepare their targeted advertising based services.
FTA and pay TV organisations have close relationships with professional content producers which many web based video providers, such as YouTube, often lack. FTA and pay TV providers have mostly been unwilling to make their content available via the web as the quality of service was deemed unacceptable. However now that broadband with sufficient bandwidth is available to a substantial portion of their viewing audience, FTA and pay TV providers can deliver a quality video experience. This could see these organisations gain significant market share in the IPTV arena in 2009/10.
Changes to media ownership and broadcasting regulations in Australia have lead to further consolidation of radio operators and increased cross-media ownership. Competition from within and outside the industry, which is already strong, is predicted to increase while trading conditions are likely to be difficult.
After decades of delays, digital radio has been introduced in Australia. It seems however that the radio innovations for the foreseeable future will come from the Internet and other new media developments rather than from the radio broadcasting industry.
For those needing high level strategic information and objective analysis of Australia’s FTA TV, Digital TV, Pay TV and radio markets in Australia, this report provides essential reading and gives in-depth information on:
- Revenue and subscriber statistics;
- Analyses of market and industry trends and developments;
- Regulatory and government policy developments;
- Overviews of key market segments including: Personal Video Recorders, digital radio, Interactive TV, Set Top Boxes, podcasting and datacasting;
- Overviews of major players in the market including: Foxtel, Austar and the FTA networks.
Data in this report is the latest available at the time of preparation and may not be for the current year.
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