2008 Trends to Watch: Media and Broadcasting

Introduction

The transforming communications and entertainment sector is creating a challenging new environment for traditional broadcasters. In order to remain competitive, digital TV players will need to utilize effective technological solutions to aide in multi-platform distribution and value-add services.

Scope

• Outlines shifting TV consumption habits and how they are driving online broadcast distribution.

• Highlights

  revenue diversification business models and how it is crucial for the broadcast sector to secure positive growth.
• Addresses how multi-platform distribution and digital ad insertion will be key strategies for 2008.

Highlights

Consumers are becoming accustomed to accessing video content through new mediums. On-demand entertainment is one of the most revolutionary trends for both online content and digital television consumption, creating new challenges to the sector.

Advertising is a steadfast revenue generator for broadcasters, particularly in the US. Ever since the early days of broadcast, sponsorship of content has helped generate revenue. However, as consumption habits transform and consumers utilize multi-platform channels traditional revenue generation are loosing their effectiveness to bring returns.

Addressable advertising allows broadcasters to push relevant advertising to specific user-demographics, effectively heightening their potential effectiveness. This could essentially allow broadcasters to boost their advertising premium rates due to an increase in ROI.

Reasons to Purchase

• Outline major trends set to transform the broadcast market over the next 12 months.
• Understand market trends in broadcast revenue generation and moves towards diversification.
• Addresses new technological solutions for addressable advertising.

• DATAMONITOR VIEW
• CATALYST
• SUMMARY
• ANALYSIS
  • Shifting TV consumption habits drive online broadcast distribution
  • Broadband adoption necessitates effective online business models
  • Consumers are continuing to spend less time on traditional entertainment channels
  • Online non-traditional distribution points will proliferate in 2008
  • Time-shifted viewing habits continue to revolutionize the sector and threaten traditional business models
  • Revenue diversification is crucial for the broadcast sector to secure growth
  • Digital TV adoption, particularly IPTV and cable services, will grow in both the US and Western Europe
  • Broadcast revenue is expected to grow if market players can diversify revenue sources
  • Traditional advertising is challenged as the largest revenue generator for the broadcast sector
  • Diversified revenue streams are essential secure positive growth
  • Multi-platform distribution and digital ad insertion will be key strategies for 2008
  • Multi-platform distribution creates opportunities for broadcasters and technology providers
  • Digital program insertion is expected to become lucrative option with the switch to H.264
• ACTIONS
  • Impact on players in the broadcast sector
  • Recommendations for those selling into the broadcast sector
• APPENDIX
  • Definitions
  • Methodology
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
• List of Tables
  • Table 1: Global absolute broadband Internet subscriber growth, 2005-2010
• List of Figures
  • Figure 1: Time spent per day using different communications services, 2002 - 2006
  • Figure 2: Global television revenue, 2002- 2010
  • Figure 3: Regional revenue sources for the broadcast sector, 2007
  • Figure 4: Basic digital program interface content value chain