1. World television markets.................................................................................................. 7
1.1. Change in television revenue.................................................................................... 7
1.2. Advertising revenue by media................................................................................... 9
1.3. TV reception mode.................................................................................................... 9
1.4. Subscription television market ................................................................................ 11
1.5. Digital television ...................................................................................................... 12
2. Pay TV - The premium television market in Europe 2008-2013.................................. 14
2.1. Pay TV: a key segment of the television industry ................................................... 15
2.2. Networks that play very distinct roles...................................................................... 15
2.3. Market structures that are heavily dependent on national context ......................... 16
2.4. Key factors for the evolution of pay TV in Europe .................................................. 17
2.5. Players will need to adapt their strategies .............................................................. 17
3. Next Gen TV ..................................................................................................................... 19
3.1. The backdrop: TV-Internet convergence ................................................................ 19
3.2. Key innovations....................................................................................................... 19
3.2.1. Convergence of broadcast and Internet services....................................................................19
3.2.2. New interactive usage.............................................................................................................20
3.2.3. The digital video household.....................................................................................................20
3.3. Different visions of future TV services .................................................................... 21
3.4. Different positions for different innovators .............................................................. 22
3.5. A specifications sheet for next-gen TV ................................................................... 22
4. IPTV services over FTTx................................................................................................. 24
4.1. FTTx technologies are best for IPTV services........................................................ 24
4.2. Fiber and IPTV markets in seven industrialized countries – parallel trends........... 25
4.3. IPTV + fiber: What is the winning strategy for telecom operators?......................... 25
5. Internet Video – How to monetise ................................................................................. 27
5.1. Internet video will become a mass market.............................................................. 27
5.2. Services with varied targets and business models ................................................. 27
5.3. Distribution cost that remains variable by and large ............................................... 27
5.4. Disparate assessments of business models by type of service.............................. 28
5.5. Elements enabling improved profitability are appearing ......................................... 28
6. Which Network to deliver HDTV? .................................................................................. 30
6.1. Average 23% annual increase in the number of TV channels, up to 2013............. 32
6.2. Varying levels of HD compatibility, depending on the distribution network ............ 32
6.3. Digital network coverage levels: the decisive factor in household eligibility for
HDTV services ........................................................................................................ 33
6.4. Benchmark – Germany, Spain, France, Italy, Poland and the UK ......................... 34
TV 2010
2010 © IDATE 4
7. 3D – Rollout conditions and scenarios......................................................................... 36
7.1. Principal findings ..................................................................................................... 36
7.2. Native 3D ................................................................................................................ 36
7.3. Cinema is the current 3D market driver .................................................................. 37
7.4. The audiovisual chain will need to adapt to 3D ...................................................... 38
7.5. 3D does not offer the same opportunities for every player in the sector ................ 39
7.6. Three development scenarios for 3D...................................................................... 40
8. Television 2020 – The Web Migration ........................................................................... 42
8.1. Key factors that will impact the television industry.................................................. 43
8.1.1. The macro-economic context..................................................................................................43
8.1.2. Analysis of the key factors specific to the TV industry ............................................................44
8.1.3. Three scenarios for 2020 ........................................................................................................46
8.1.4. Figures for the benchmark scenario........................................................................................47

that's great one but too expensive