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May 26, 2005 Digital Television's Next Wave: Cheap But RichOperators Must Collaborate To Ramp Up Digital TV Adoption In Europeby Hellen K. Omwando with Josh Bernoff, Michèle Bouquet, Niek van Veen, Jaap Favier |
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Executive Summary
After almost a decade of trying, digital TV has yet to attract a quarter of European households. Most consumers remain indifferent to digital TV, citing a lack of need for it and its high cost. While cheap digital terrestrial TV (DTT) has overtaken digital satellite as the driver of digital TV growth, DTT lacks sustainable revenue streams. Other delivery mechanisms also have major drawbacks. Digital TV operators need cheap digital TV access coupled with rich but simple TV apps that hook digital TV holdouts. They must collaborate with each other to deliver on this promise. IPTV and DTT operators will form the most winning partnerships. Broadcasters will join the digital TV fold to supplement advertising revenues.
TABLE OF CONTENTS
- Europe's Digital TV Conundrum
- Europeans Resist Plain Old Digital TV
- The Digital TV Success Formula: Start Cheap, Then Add Rich, Simple Interactivity
- Digital TV Operators Must Collaborate With Each Other To Thrive
- Broadcasters Can No Longer Lay Low
WHAT IT MEANS
- Digital TV Will Challenge Telco And Cable Roles
- Supplemental Material
- Related Research Documents
This is an excerpt
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