Driving the transition to digital television (Strategy Focus)

The television sector is undergoing a significant transformation as traditional communications boundaries blur and converged services become increasingly important to create competitive advantage. As the sector transforms, service operators and broadcaster are searching for multiple strategies to ensure that their offerings are kept attractive to consumers.



Report Highlights
Content producers are beginning to push content through proprietary or partnered online portals, such as the BBC's recent strategic move to deliver content via YouTube. This puts rising pressure on traditional aggregators to boost the attractiveness of their service offerings in order to acquire and retain customers.

Through M&A activity, organic growth, or strategic partnerships, a bundled service portfolio creates economies of scale, provides opportunities for enhanced consumer intelligence, and allows for cross platform advertising.

Understanding usage trends of current and potential customers is essential as the television landscape grows more competitive. As telecoms operators and online aggregators enter into the sector, effective business intelligence (BI) solutions are essential to retain competitive advantage.


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DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 3
Consumers move away from traditional entertainment sources 3
Broadband penetration creates both opportunities and challenges for traditional video aggregators 3
Consumers are increasingly attracted to alternative online entertainment channels 4
True platform agnostic multi play services are expected on the horizon 4
Content producers exploit new channels for distribution to expand audience reach 4
Broadcasters and content producers give strong investment to new channels 5
Online aggregators put the pressure on cable and satellite operators 6
New distribution channels transform traditional advertising models 7
Mobile TV services are expected to be a viable method to expand audience reach 8
Bundling, consumer intelligence and enhanced content to boost competitive advantage 8
Service bundling is essential for survival in an competitive market 9
Consumer intelligence across the entire product portfolio will prove a key differentiator 10
Enhanced content services remain critical to retain and attract customer bases 10
Broadcasters boost operational efficiencies through infrastructure rationalization 11
APPENDIX 13
Definitions 13
Methodology 13
Further reading 13
Ask the analyst 14
Datamonitor consulting 14
Disclaimer 14

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