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Viewing report
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The Future of TV: The Evolving Broadcast and on Demand Landscape
Business Insights, July 2010, Pages: 132
The analogue switch off is planned for the next decade around the world, and the global TV market is going through a period of huge change. Digital TV in all of its forms – terrestrial, cable, satellite, IPTV – is booming. HDTV is becoming prevalent in mature markets, and technologies such as 3DTV and mobile TV are also set to take off. Consumer behaviour and attitudes are shifting, with viewers increasingly expecting to access content wherever and whenever they want, on the device of their choosing. As such, Video on Demand (VoD) services are becoming ever more popular. All of these developments have encouraged new players to emerge in the TV space, meaning that business models are changing and incumbent operators must adapt to survive.
This report assesses the future of TV in all its forms, encompassing content, technology, consumer appliances and devices, mobile devices, evolving media and broadcast business models, the role of connectivity and mobility, and consumer behaviour and lifestyle trends. It provides an analysis of the evolution of the broadcasting landscape, and outlines some of the emerging technology and demand trends, highlighting the market drivers and inhibitors that are affecting expansion and demand. The report focuses on the different broadcasting technologies, starting from the distinction between analogue and digital, to then develop further in the different media channels and technologies of HD, 3DTV, IPTV, VoD and Mobile TV. The report tracks the evolution of each market, providing in-depth analysis of the whole market and its sub-markets, and includes market sizing and forecasts.
Key features of this report
- Overview of the market trends, technological evolution and changing business models that are driving the TV market.
- Market projections to 2014 for key communications and broadcasting services including consumer broadband and mobile broadband.
- Market sizing and forecasting for all key TV segments: Digital TV (inc. DTT, cable, satellite, IPTV); Video on Demand (VoD); 3DTV; HDTV; Internet enabled (‘connected’) TVs; Mobile TV.
- Examination of the evolving competitive environment and the ways in which various protagonists are targeting opportunities in the TV market.
- In-depth analysis of the strategies being employed by a number of leading content providers and device manufacturers with regards to their involvement in the online video and/or connected device markets.
- Insight into the future trends that will impact on the development with regards to PC/TV convergence, including identification of best-practice and emerging opportunities.
Key benefits from reading this report
- Gain a comprehensive understanding of how market trends are prompting broadcasting TV services, and the impact such developments and emerging technologies will have on traditional business models and strategies.
- Understand how the competitive environment is changing, and how content owners, broadcasters and device manufacturers will seek to gain a share of the spoils in the Television arena.
- Compare how different content providers and device vendors are positioning and developing their services and products in order to differentiate from the competition, gain market share and drive revenue growth beyond their core/traditional offerings.
- Understand how emerging technologies will likely to be matching consumer demand, and understand which future technology is best positioned for success.
- Identify future trends that will impact on the potential of TV market, and gain insight into how to best approach this rapidly evolving opportunity.
Key findings of this report
Digital TV over satellite and terrestrial broadcasts is booming, and integrated digital TVs are starting to become cost effective and are built in volume. The digital TV market has continued to be driven by picture quality, realism and connectivity in the home.
HD content creation is gaining ground worldwide. Regional markets such as Asia, Europe and North America have embraced HD and are actively driving its adoption and promoting the benefits. The TV industry is currently beginning a slow migration from analogue to digital and to HDTV. Introduction of 3DTV will begin after migration to digital/HDTV, which will put large scale 3DTV deployment at least 5 years away. 3DTV compatibility standards, however, have not been set yet.
The online and broadcast markets are converging, with video services making the move to the PC environment and web-based services becoming a core feature of the TV viewing experience. Online video is no longer synonymous of low quality content. Broadcasters and film studios are increasingly distributing their content via internet services.
Mobile TV is a reality today and moving towards the mass market.
Asia Pacific is the mobile video dominant area, with the highest volume of mobile video phone sales. One primary driver for mobile video adoption is access to live sporting events, particularly soccer, cricket, and motor sports.
There is a fragmentation of standards for digital mobile TV broadcasting that is the way of the future.
Key questions answered by this report
- What are the major trends shaping and driving the future of TV?
- Why are broadcasters and rival content providers investing so heavily in the deployment of HD and 3DTV services?
- Which factors are likely to inhibit the pace of PC/TV and mobile/TV convergence market development and why?
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