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					 BUSINESS INSIGHTS

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

New Technology Report - Published October 2007




                             High definition households in
                            Europe and the US, 2006-2010




 Source: The Future of TV


“The US is likely to retain its significant lead over Europe with regard to the
penetration of HD services by the end of the decade. By the end of 2010,
over 50 million US households will be viewing HD programming,
representing almost 45% of all TV households across the country. In
contrast only 12m (or 8% of TV households) in Europe will have made the
transition by this time...“




        Identify the competitive landscape, growth opportunities and the impact
             of new technologies on the broadcast sector with this new report...
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Some key findings from this report...

        Mobile broadcast TV subscribers
                                                          •   There has been a significant reduction in traditional media use
                                                              since 2005, with the largest audience declines in TV, falling by 17%
                           Asia-Pacific
                                                              and national newspapers by 14%.

                                                          •   The key driver of European digital TV uptake to 2010 is
                                                              expected to be digital-to-terrestrial services. It will to drive
                                                              uptake to 109m by the end o f 2010, compared to 78m in the US.

                                                          •   Digital cable will drive growth in the US by 2010, closely
                                                              followed by digital satellite. Unlike Eur ope, digital terrestrial is not
                                                              expected to be a significant digital TV plat form in the US.
Source: The Future of TV


“The Asia-Pacific region, as a whole, is expected to be   •   Asia-Pacific is expected to be the largest market for mobile TV
the largest market for mobile broadcast television and
                                                              subscriptions with around 76.3 million subscribers by 2012,
   is expected to account for 76m mobile broadcast
                                                              representing a CAGR of 51.7%.
    subscribers by 2012. This is roughly 49% of the
                    total global market ...”
                                                          •   A key reason for companies to invest in IPTV solutions is to
                                                              increase the revenue they get from each subscriber. Providing a
                                                              broader range of services to which custome rs can be cross-sold
                                                              increases revenue potential.
The Future of TV
The evolving landscape of HDTV, IPTV and mobile TV

         Digital TV households in the US                  Media consumption habits are changing as a result of the emergence of
             by platform, 2005-2010                       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
Source: The Future of TV
                                                          detailed analysis of market opportunities and growth sectors across the
  “In contrast to Europe, digital cable is expected to    European, US and Asia-Pacific regions. This new report combines market
 drive growth from now until 2010 – although digital      analysis and forecasts, technology reviews and strategic recommendations to
  satellite will represent almost the same opportunity
                                                          provide an invaluable tool for understanding the current and future evolution
    over the forecast period. Unlike Europe, digital
      terrestrial is not expected to be a significant
                                                          of the broadcast TV sector.
   digital TV platform in the US, and was overtaken
                                                          Anticipate future changes in demand in the broadcast TV sector and
                      by IPTV in 2007...”
                                                          create more effective strategies to exploit this demand with the help of
                                                          this new report.

This new report will enable you to...

     Mobile subscribers including pre-pay                 •   Identify and quantify future market growth opportunities by
                 2006-2012                                    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
Source: The Future of TV                                      this report’s strategic recommendations detailing how to increase
 “A primary factor in the uptake of mobile broadcast
                                                              Average Revenue Per User through the provision of new services.
television is the adoption of mobile services. Because
mobile broadcast television is often linked to a mobile   •   Assess the broadcast TV competitive landscape with this report’s
operator and a subscription to its services, addressing       insight into M&A activity, non-traditional entrants to the TV market and
mobile penetration and subscriber uptake is essential
                                                              changes in the technology landscape.
 to create a foundation from which to address mobile
                           broadcast TV...”
Key issues examined in this report...

                                                              • How big will the IPTV mar ket be? By the end of 2010, IPTV will
               Mobile TV usage pattern
                                                                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 consu mers?
Source: The Future of TV
                                                                As expected, some broadcasters will support both formats
“Current trials have established that mobile TV viewing         depending on the type of content being transmitted. Pay-TV
    patterns differ from standard TV. While standard
                                                                operators are also likely to support both formats in order to provide
broadcast TV mainly takes place in th e evening, mobile
                                                                high quality regardless of the format used by th e content provider.
TV has its peak hours in the early morning, lunch time
and in the early afternoon, clearly showing that mobile
      TV will become an individual activity mostly            • Do consumers want mobile TV? Results from both secondary and
                  based on commuting... ”                       primary research highlight that one of the biggest challenges facing
                                                                players investing in the mobile bro adcast TV space is convincing
                                                                consumers that the service is wo rth their while.
Your questions answered...

                                                              • Which mobile TV format will be the likely winner?
          Digital TV Market Comparison

                                                              • How big will the digital TV market be in 2012?

                                                              • What impact will mobile TV have on A verage 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
Source: The Future of TV
                                                                broadcast TV sector?
“Europe and the US will see strong consumer adoption
 until the end of the decade. Satellite, Cable, Digital
                                                              • How should service providers differentiate their products?
Terrestrial Television and IPTV all offer distinct features
  with regards to interactivity and additional services.
 The rate of growth and th e regulatory nature of each
                                                              • Which will be the biggest market for m obile TV?
 national market will continue to differ until the end of
the decade, although the uptake of as a whole di gital
        television is expected to grow strongly...”
Sample Information: ‘The Future of TV’

Chapter 2 The Rise of Digital TV
 Investment in new channels
 A recent survey of senior IT executives within 150              Figure 2.4: Proportion of IT budget invested into new
                                                                                  distribution channels, 2007
 broadcasters and content producers in North
 America and Western Europe highlighted that
 players are making substantial investments in new
 channels. As a whole, the survey results yield strong
 indication that service operators are primarily
 interested in expanding their product portfolio’s to
 incorporate new distribution channels. One of the
 biggest channels that players are interested in
 exploiting is the Internet, with over 56% of
 respondents stating that they are investing heavily
 into online distribution. The figure below illustrates
 results with regards to the level of investment
 respondents are looking to devote to new                Source: The Future of TV

 distribution channels over the course of 2007. The
 survey illustrates that around 21% of broadcasters are investing heavily in alternative channels, allocating over
 20% of their IT budget in this area. As a whole, around 84% of respondents are aiming to invest at least
 some proportion of their budget into alternative distribution channels over the next 12 months.

 The survey suggests that the industry is actively looking to new strategies to delivery content. This
 development can be directly attributable to the significant shift in consumer consumption habits and the rise
 of alternative television players such as Joost, Jalipo and YouTube. While content producers and broadcasters
 are potentially using these alternative channels as an economical means to boost reach and generate
 customer loyalty, traditional pay-TV operators are looking to create innovative services in response to boost
 their competitive positions.

 Enhanced content services
 There is little doubt that service bundling and expanded product portfolios are essential for survival in an
 increasingly crowded and aggressive marketplace. While this issue is important, it is equally as crucial to
 ensure content itself is used as a source for differentiation. Video-on demand (VOD) services and high
 definition (HD) content are at present used by key players as a method to create differentiation in the market.



                                                        - 41 -


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Table of Contents

 CHAPTER 1: THE EVOLVING BROADCAST
 LANDSCAPE                                        CHAPTER 4: THE EMERGENCE OF IPTV
 • Media in the 21st C entury                     • IPTV market overview
   - New business models                            - What is IPTV?
   - Broadband adoption and its impact on TV        - Broad range of services
 • Competitive landscape                          • IPTV technology overview
   - The impact of M&A on the m edia sector         - Digital Subscriber Line Access Multiplexer
   - Non-traditional competitors                    - Consumer equipment
 • Technology landscape                             - Middleware
   - Digital TV                                     - Multicasting and unicasting
   - Video on demand (VOD)                        • Market drivers and inhibitors
   - High-definition TV                             - Drivers
   - Mobile TV                                      - Improved compression and reduced hardware costs
   - Mobile TV subscriber forecast                  - Hardware costs are falling
 • The future of advertising in a digital world     - Increasing uptake of broadband
                                                    - Increasing competition between platforms
 CHAPTER 2: THE RISE OF DIGITAL TV                  - Boosting ARPU and reducing churn
 • Market overview                                  - Inhibitors
   - Triple-play bundling                           - IPTV is relatively new and untested
   - Investment in new channels                     - Deployment costs
   - Enhanced content services                      - Lack of content relationships
   - Video on demand                                - Competing platforms
   - HDTV content                                 • Market sizing
   - Operational efficiencies                     • Conclusions
   - Mobile TV
 • Market sizing                                  CHAPTER 5: BROADCAST TV TO MOBILE
   - Europe vs US comparison                      • What is mobile broad cast TV?
   - By platform                                    - The broadcast TV to mobile value chain
   - Europe                                       • Market drivers and inhibitors
   - United States                                  - Drivers
 • Conclusions                                      - Consumer demand
   - Europe                                         - Mobile phone penetration
   - United States                                  - Single, multifunctional devices
                                                    - New revenue stream
 CHAPTER 3: THE FUTURE OF HDTV                      - Inhibitors
 • HDTV market overview                             - Competition from other content services
 • HDTV technology standards                        - Consumer education
   - Compression technology                         - Technical challenges
 • Consumer electronics equipment                   - Handset capabilities
   - HD televisions                                 - Content security
   - Commercial market vs consumer market           - Mobile TV content
   - HD set-top boxes                             • Technology standards
 • Market sizing                                    - DMB vs DVB-H vs MediaFLO
   - General                                        - DVB-H
   - The United States                              - Digital Multimedia Broadcasting (DMB)
   - US satellite operators                         - MediaFLO
   - US pricing                                     - ISDB-T
 • Western Europe                                   - Summary
 • Conclusions
Table of Contents (contd.)

 • Market sizing                                         FIGURES
   - Global                                              • Digital TV market comparison. 2005-2010
   - North America                                       • Simplified broadcast TV to mobile value chain
   - Europe                                              • Mobile Broadcast TV subscriber forecasts, 2006 – 2012
   - By country                                          • Proportion of IT budget invested into new distribution
   - Asia Pacific                                           channels, 2007
 • Recommendations                                       • Broadcasters IT budget priorities, 2007
   - Pricing                                             • High definition households in Europe and the US, 2006-
   - Option 1: flat fee for unlimited TV access             2010
   - Option 2: pay-per-view                              • High definition households in the US, 2006 – 2012
   - Option 3: charge per minute                         • HD households in Western Europe with CAGR, 2012
   - Option 4: two-tier pricing model                    • European HDTV market development comparison,
   - Business model                                         2008
   - Handsets                                            • Top-level IPTV systems architecture
   - Audience                                            • Compression technology developments have boosted
   - Lifestyle target                                       the potential of IPTV services
   - Demographic targeting                               • Cable operators and telcos are providing an
 • Conclusions                                              increasingly similar range of services
                                                         • Offering video services can substant ially boost ARPU
 TABLES                                                     for telcos
 • European broadband penetration by household, 2006-    • Incremental costs per IPTV subscriber ($)
    2010                                                 • IPTV uptake comparison: Europe vs. the US, 2005-2010
 • Digital TV uptake comparison: Europe vs US, 2005-     • Simplified model for mobile video consumption
    2010                                                 • Simplified broadcast TV to mobile value chain
 • Digital TV market development comparison, 2005-2010   • Mobile subscribers including pre-pay, 2006-2012
 • Digital TV households by platform, 2005-2010          • Expandable screen on a mobile phone
   - Europe                                              • Regional comparison of mobile broadcast TV
   - US                                                     subscribers, 2006 – 2012
 • The most common HDTV display formats                  • European mobile broadcast subscribers by country,
 • Mobile broadcast TV subscribers 2006-2012                2012
   - North America,                                      • Major Asia-Pac markets comparison for mobile
   - Europe, 2006 – 2012                                    broadcast TV subscribers , 2006 – 2012
   - Asia-Pac, 2006 – 2012                               • Mobile TV usage pattern
                                                         • Finnish trial sample distribution by age group
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