Forrester

"Microsoft is winning one of the most important battles in the digital world: The battle for the TV," writes Forrester Research Vice President and Principal Analyst James McQuivey in a blog post highlighting his new report on who will control the future of television.

In the battle for future television supremacy, the company that controls the platform will win the war for the holy grail of media consumption. "Microsoft is in the lead, offering everything that matters: a growing content library, a convenient engagement path for millions of existing Xbox 360 owners, and a growing ecosystem of partners and developers eager to exploit the platform for their own purposes," writes McQuivey.

The report looks at the implications for the other major platform players: Apple and Google primarily, but also Facebook and Amazon. "Each combatant has a consumer device strategy, but it's their platform strategies that will determine the TV winner in the long run," writes McQuivey. "This year, that comfortable control [of TV] will not only come under siege, it will be forfeit."

Read more here about the Forrester report "The Fight To Control The TV Becomes A Platform War."

About Forrester Research

Forrester Research, Inc. (Nasdaq: FORR) is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology. Forrester works with professionals in 19 key roles at major companies providing proprietary research, customer insight, consulting, events, and peer-to-peer executive programs. For more than 28 years, Forrester has been making IT, marketing, and technology industry leaders successful every day. For more information, visit http://www.forrester.com/.