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The US TV Market In Transition: Succeeding In A Multiplatform World

January 20, 2009


  • By Bobby Tulsiani
  • with David Card,
  • Ina Mitskaviets

Why Read This Report

With revenues stagnating in the US pay-TV, advertising, and DVD markets, the TV industry is turning to a host of new platforms to drive new growth. Forrester evaluated each of the emerging platforms — PC, mobile, set-top box (STB), and video on demand (VOD) — against key consumer criteria. While PC-based viewing tops our ratings, most consumers, in fact, will not choose one platform but rather many platforms to meet their various TV use cases. To help the TV industry thrive in a multiplatform world, we detail the three strategies that companies must embrace for the next decade of TV competition: integrating across platforms, moving beyond video, and creating a single view of the customer.

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Table of Contents

  • The TV Industry Transitions From Mature To Emerging Platforms
  • Evaluating The Emerging TV Platforms
  • Serving The Multiplatform TV User

  • Strategies For Thriving In A Multiplatform TV World
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