The Future of TV: The evolving landscape of HDTV, IPTV and mobile TV

SUMMARY

Media consumption habits are changing as a result of the emergence of multiple distribution platforms and the ever-growing number of channels available for accessing entertainment. With a significant migration from traditional media by the 'networked generation', it is increasingly essential for media companies, broadcasters, service providers, content providers, telecommunications and hardware manufacturers to understand the implications of these trends and to ensure that their products are flexible enough to meet changing consumer demands.

The Future of TV: The evolving landscape of HDTV, IPTV and mobile TV is a new management report published by Business Insights that provides a detailed analysis of market opportunities and growth sectors across the European, US and Asia-Pacific regions. This new report combines market analysis and forecasts, technology reviews and strategic recommendations to provide an invaluable tool for understanding the current and future evolution of the broadcast TV sector.

Anticipate future changes in demand in the broadcast TV sector and create more effective strategies to exploit this demand with the help of this new report.

This new report will enable you to...

• Identify and quantify future market growth opportunities by geography and product type based on this report's market forecasts
• to 2012 for key TV sectors across the European, US and Asia-Pacific regions.
• Understand the key drivers and inhibitors in the broadcast TV market including changes in costs, consumer demand, security, technical challenges and content provision.
• Enhance the competitiveness of your products and services with this report's strategic recommendations detailing how to increase Average Revenue Per User through the provision of new services.
• Assess the broadcast TV competitive landscape with this report's insight into M&A activity, non-traditional entrants to the TV market and changes in the technology landscape.

Key issues examined in this report...

• How big will the IPTV mar ket be? By the end of 2010, IPTV will account for approximately 8.6% of digital households in Europe and 7.5% in the US.
• Which mobile TV format is likely to be widely adopted? HD television (HDTV) is gaining considerable traction across the globe. Consumers are upgrading their television sets to plasma or LCD flat screens as they demand greater quality in their TV experience.
• What type of content is most likely to appeal to consumers? As expected, some broadcasters will support both formats depending on the type of content being transmitted. Pay-TV operators are also likely to support both formats in order to provide high quality regardless of the format used by th e content provider.
• Do consumers want mobile TV? Results from both secondary and primary research highlight that one of the biggest challenges facing players investing in the mobile broadcast TV space is convincing consumers that the service is worth their while.

Your questions answered...

• Which mobile TV format will be the likely winner?
• How big will the digital TV market be in 2012?
• What impact will mobile TV have on Average Revenue Per User?
• How do the drivers of digital TV differ between the US and Europe?
• Will IPTV be a s ignificant revenue stream?
• What does the entrance of non-traditional players mean for the broadcast TV sector?
• How should service providers differentiate their products?
• Which will be the biggest market for mobile TV?

TABLE OF CONTENTS

Executive summary

• The evolving broadcast landscape
• The rise of digital TV
• The future of HDTV
• The emergence of IPTV
• Broadcast TV to mobile

Chapter 1 The evolving broadcast landscape

• Summary
• Media in the 21st Century
• New business models
• Broadband adoption and its impact on TV

• Competitive landscape
• The impact of M&A on the media sector
• Non-traditional competitors

• Technology landscape
• Digital TV
• Video on demand (VOD)
• High-definition TV
• Mobile TV
  • Mobile TV subscriber forecast
• The future of advertising in a digital world

Chapter 2 The rise of digital TV

• Summary
• Market overview
• Triple-play bundling
• Investment in new channels
• Enhanced content services
• Video on demand
• HDTV content
• Operational efficiencies
• Mobile TV

• Market sizing
• Europe vs US comparison
• By platform
• Europe
• United States

• Conclusions
  • Europe
  • United States

Chapter 3 The future of HDTV

• Summary
• HDTV market overview
• HDTV technology standards
• Compression technology

• Consumer electronics equipment
• HD televisions
  • Commercial market vs consumer market
• HD set-top boxes

• Market sizing
• General
• The United States
  • US satellite operators
  • US pricing

• Western Europe
• Conclusions

Chapter 4 The emergence of IPTV

• Summary
• IPTV market overview
• What is IPTV?
• Broad range of services

• IPTV technology overview
• Digital Subscriber Line Access Multiplexer
• Consumer equipment
• Middleware
• Multicasting and unicasting

• Market drivers and inhibitors
• Drivers
  • Improved compression and reduced hardware costs
  • Hardware costs are falling
  • Increasing uptake of broadband
  • Increasing competition between platforms
  • Boosting ARPU and reducing churn
• Inhibitors
  • IPTV is relatively new and untested
  • Deployment costs
  • Lack of content relationships
  • Competing platforms

• Market sizing
• Conclusions

Chapter 5 Broadcast TV to mobile

• Summary
• What is mobile broadcast TV?
• The broadcast TV to mobile value chain

• Market drivers and inhibitors
• Drivers
  • Consumer demand
  • Mobile phone penetration
  • Single, multifunctional devices
  • New revenue stream
• Inhibitors
  • Competition from other content services
  • Consumer education
  • Technical challenges
  • Handset capabilities
  • Content security
  • Mobile TV content

• Technology standards
• DMB vs DVB-H vs MediaFLO
  • DVB-H
  • Digital Multimedia Broadcasting (DMB)
  • MediaFLO
  • ISDB-T
  • Summary

• Market sizing
• Global
• North America
• Europe
  • By country
• Asia Pacific

• Recommendations
• Pricing
  • Option 1: flat fee for unlimited TV access
  • Option 2: pay-per-view
  • Option 3: charge per minute
  • Option 4: two-tier pricing model
• Business model
• Handsets
• Audience
• Lifestyle target
• Demographic targeting

• Conclusions
• Index

List of Figures

• Figure 1.1: Digital TV market comparison. 2005-2010
• Figure 1.2: Simplified broadcast TV to mobile value chain
• Figure 1.3: Mobile Broadcast TV subscriber forecasts, 2006 - 2012
• Figure 2.4: Proportion of IT budget invested into new distribution channels, 2007
• Figure 2.5: Broadcasters IT budget priorities, 2007
• Figure 2.6: Digital TV uptake comparison: Europe vs. the US, 2005-2010
• Figure 2.7: Digital TV market development comparison, 2005-2010
• Figure 2.8: Digital TV households in Europe by platform, 2005-2010
• Figure 2.9: Digital TV households in the US by platform, 2005-2010
• Figure 3.10: High definition households in Europe and the US, 2006-2010
• Figure 3.11: High definition households in the US, 2006 - 2012
• Figure 3.12: HD households in Western Europe with CAGR, 2012
• Figure 3.13: European HDTV market development comparison, 2008
• Figure 4.14: Top-level IPTV systems architecture
• Figure 4.15: Compression technology developments have boosted the potential of IPTV services
• Figure 4.16: Cable operators and telcos are providing an increasingly similar range of services
• Figure 4.17: Offering video services can substantially boost ARPU for telcos
• Figure 4.18: Incremental costs per IPTV subscriber ($)
• Figure 4.19: IPTV uptake comparison: Europe vs. the US, 2005-2010
• Figure 5.20: Simplified model for mobile video consumption
• Figure 5.21: Simplified broadcast TV to mobile value chain
• Figure 5.22: Mobile subscribers including pre-pay, 2006-2012
• Figure 5.23: Expandable screen on a mobile phone
• Figure 5.24: Regional comparison of mobile broadcast TV subscribers, 2006 - 2012
• Figure 5.25: Mobile broadcast TV subscribers in North America, 2006 - 2012
• Figure 5.26: Mobile broadcast TV subscribers in Europe, 2006 - 2012
• Figure 5.27: European mobile broadcast subscribers by country, 2012
• Figure 5.28: Mobile broadcast TV subscribers Asia-Pac, 2006 - 2012
• Figure 5.29: Major Asia-Pac markets comparison for mobile broadcast TV subscribers , 2006 - 2012
• Figure 5.30: Mobile TV usage pattern
• Figure 5.31: Finnish trial sample distribution by age group

List of Tables

• Table 1.1: European broadband penetration by household, 2006-2010
• Table 2.2: Digital TV uptake comparison: Europe vs. the US, 2005-2010
• Table 2.3: Digital TV market development comparison, 2005-2010
• Table 2.4: Digital TV households in Europe by platform, 2005-2010
• Table 2.5: Digital TV households in the US by platform, 2005-2010
• Table 3.6: The most common HDTV display formats
• Table 5.7: Mobile broadcast TV subscribers in North America, 2006-2012
• Table 5.8: Mobile broadcast TV subscribers in Europe, 2006 - 2012
• Table 5.9: Mobile broadcast TV subscribers Asia-Pac, 2006 - 2012