Executive Summary (This is a document excerpt)

2009 to 2014 will see the end of the TV digitization process and an intensification of competition in the Western European TV market. Although the basics of TV reception in Europe will not change a great deal during that period, TV service providers will have to adapt. By 2014, less than 10% of European TV sets in use will receive analog TV. Many digital TV (DTV) households will likely be equipped with Net-enabled TV devices offering a wide range of digital TV-based services in addition to basic broadcast. And, as DTV penetration approaches 100%, "organic" growth sources will dry up in the medium term. In this environment, the winning short-term DTV strategies will be those that specifically target secondary household TVs, implement more flexible pricing offers, and focus primarily on customer retention.

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