2009 Trends to Watch: Media and Broadcasting Technology

Publication Date	December 2008
Publisher	Datamonitor
Product Type	Report
Pages	12
ISBN Number	not applicable
Product Code	DAT14536

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Summary

This brief identifies the key trends within the media and broadcast sector in 2009. While declining advertising revenues will have a severe impact on traditional players, the transition to file-based workflows; the integration of production, corporate and IT infrastructure; and new techniques in addressable advertising will all be key areas for technology investment in the sector

Scope

Discusses how advertising spend is hurting traditional media players, especially those in print media.
Looks at how some media and broadcast companies will thrive in the downturn.
Discusses areas of significant potential investment in the sector.
Provides recommendations for technology companies targeting media & broadcast.

Highlights

It will be important for vendors and professional services companies targeting the sector to promote their ability to tackle these issues and to generate considerable cost saving benefits over the course of next year.

Key findings are: audiences will continue to migrate to multiple content platforms; the competitive landscape will transform significantly due to negative market conditions; broadcasters will move to more effective ad techniques to secure revenue; and boadcasters will continue to invest in infrastructure despite cost cutting initiatives.

Reasons to Purchase

Read about the underlying factors that are driving technology investment in media & broadcast.
Understand the key messages to take to market in 2009.
Better focus your company's strategy when targeting media & broacast companies.

Content

Datamonitor View
CATALYST
SUMMARY
- Analysis
- Audiences will continue to migrate to multiple content platforms
- Growth of broadband adoption remains the biggest driver for audience fragmentation
- OVPs continue to attract consumers to web-based services with long form content
- Rights and content management will grow in importance with multiplatform distribution
- Falling ad spend will dramatically change the media business landscape
- The newspaper sector will see the continuing closure of major local and national publications
- Successful broadcasters must diversify revenue streams to reduce dependency on ad spend
- Ad spending will continue to migrate from broadcast to online channels
- Local TV ad spend will decrease significantly in the US due to the current economic downturn
- Diversifying revenue streams will hedge against falling ad revenue
- Cash-rich media conglomerates will focus on M&A to profit from the economic climate
- Broadcasters will move to more effective ad techniques to secure revenue in 2009
- Middleware systems will be essential for audience measurement for broadcasters and pay-TV
- Ad insertion systems will continue to be deployed as service providers move to new business models
- Home addressability increases effectiveness but the lack of understanding remains a challenge
- Broadcasters will continue to invest in infrastructure despite cost cutting initiatives
- IT, business and production functions will continue to integrate in major broadcasters
- The move to file-based systems will require significant network infrastructure investment
ACTIONS
- Impact on players in the media and broadcast sector
- Recommendations for those selling into the broadcast sector
APPENDIX
- Definitions
- Methodology
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
List of Figures
- Figure 1: Western European and North American broadband subscribers, 2007-2012
- Figure 2: The alignment gap between business goals and IT infrastructure