Broadband TV Platform Strategies & Roadmaps Survey of Media, Internet, MSO, Telecom, CE Players

Broadband TV Platform Strategies & Roadmaps Survey of Media, Internet, MSO, Telecom, CE Players published by Fuji-Keizai U.S.A., Inc. in February, 2006. This report consists of 140 PAGES and the price starts from US $ 998.

Introduction

Abstract

Every major U.S. media company is rapidly adjusting to changes that are altering entrenched TV viewing habits. The battle over the future of TV watching is being fueled by three primary factors: 1) sluggish advertising trends that are changing TV economics; 2) changing demographics; and 3) impact of technologies that shift control of the TV schedule away from media companies and to the consumer.

TV ad revenues are in decline, impacting overall broadcast income. The slide could become permanent. CBS Television Network forecasts ad spending on the four big TV networks (CBS, NBC, ABC, Fox) will grow by 1.5% in 2005. Likewise, newspaper advertising is way off also; although it increased by 3.5% in 2005, growth is forecast downward to 2.4% in 2006. By contrast, Internet advertising increased at double-digit rates in 2005 - by various estimates from 15% to 30% - and it is projected to increase between 22% to 37% in 2006.

Clearly, the growth patterns favor Internet advertising. The declines in once-reliable TV and newspaper ad revenues are partly the result of the erosion of the young adult demographic between the ages of 18-49 that advertisers pay a premium to reach. TV viewership among this group is down by one-third since 1993 as more consumers in this key demographic turn to options other than the living-room TV for getting news and entertainment. These alternative sources of news and entertainment include Internet blogs and podcasts that allow a more personalized, selectable experience, as well as video games and DVDs that grab mind-share.

TV is a 75-year old "killer application." It is one of the most accepted applications in the world. Yet the long-accepted concepts of how TV networks work are starting to change. "Time shifted" TV viewing and portability trends are starting the unbundling of TV programming. As always, change usually brings two things in equal measure: uncertainty and opportunity. The opportunity comes from various new economic models for TV, one or more of which will be applied. Uncertainty means that it is difficult to identify which of the new business models will be winners and which will fail.

Media companies include TV news and entertainment broadcasters and news publishers. The dominant way to make money today on their TV or news programming is to sell advertising against shows (preferring high-rated shows over low-rated ones) or/and to sell reruns and DVDs. Newspapers, too, sell ads against their core editorial product. In the digital marketplace, selling ads isn' t the only way to make money. The introduction of new technology platforms and video-on-demand distribution will make it easier for the media to sell directly to consumers without always having to go through cable and satellite TV operators.

Media companies are largely dependent on cable and satellite TV operators, cellular network operators and other digital gatekeepers, like ISPs, all of whom distribute their programming. Cable operators and telephone companies in particular will battle for "quadruple play" bundles of TV entertainment, voice, broadband and/or mobile services, all on one bill. MSOs are at a disadvantage in terms of capabilities for mobile TV services, but are quickly moving ahead with a wireless strategy. RBOCs are moving along in their TV initiatives. It may ultimately be less expensive, and faster, for cable operators to develop the capability to offer wireless phone services than it is for phone companies to sell TV. Nonetheless, no one underestimates the RBOC threat to cable TV.

Internet companies want also to be providers of Internet TV services. Video content plays a large role in web portals, which have paved the way for online video ads by standardizing the video players on their sites. Strong Internet companies, notably Yahoo, Google and AOL, are now making video search and search aggregation and programming a priority, because they believe it is an area they can effectively compete and make money in. End-User Terminal Products Maker Industry The PC, consumer electronics (CE) and TV industries are, at last, collaborating and converging. Through 2006/07, PC industry players will be launching new products designed to become service platforms for ensuring that there' ll be much more Internet access into television sets and TV access in PC and CE devices.

Table of Contents

• 1.1 The Background and Influencing Factors (why media giants must intrude on the Net business)
• 1.2 Major Media' s Net Strategy: Summary
• 1.3 Major Media' s Net Strategy: In Detail
  • 1.3.1 ABC/Disney
    • Overall Strategy (alliances, technology used, advertising vs. subscriber fees)
    • ABC/Disney iPod-Downloadable Programming (at launch)
    • Market Size (estimated # of subscribers)
    • Scenario 2005-2008 (including revenue projection)
  • 1.3.2 NBC Universal (NBCU)
    • Overall Strategy (alliances, technology used, advertising vs. subscriber fees)
    • NBCU iPod-Downloadable Programming (at launch)
    • Market Size (estimated # subscribers)
    • Scenario 2005-2008 (including revenue projection)
  • 1.3.3 CBS
    • Overall Strategy (alliances, technology used, advertising vs. subscriber fees)
    • CBS Downloadable TV Shows and Distribution Platform (at launch)
    • Market Size (estimated # subscribers)
    • Scenario 2005-2008 (including revenue projection)
  • 1.3.4 FOX (News Corp.)
    • Overall Strategy (alliances, technology used, advertising vs. subscriber fees)
    • Fox Downloadable TV Shows and Distribution Platforms (at launch)
    • Market Size (estimated # of subscribers)
    • Scenario 2005-2008 (including revenue projection)
  • 1.3.5 CNN
    • Overall Strategy (alliances, technology used, advertising vs. subscriber fees)
    • CNN Pipeline: Paid News Service Tiers
    • Market Size (estimated # of subscribers)
    • Scenario 2005-2008 (including revenue projection)
  • 1.3.6 UPN
    • Overall Strategy (alliances, technology used, advertising vs. subscriber fees)
    • Market Size (estimated # of subscribers)
    • Scenario 2005-2008 (including revenue projection)
  • 1.3.7 Warner Bros. (WB)
    • Overall Strategy (alliances, technology used, advertising vs. subscriber fees)
    • WB' s In2TV TV Channels (planned at launch)
    • Market Size (estimated # of subscribers)
    • Scenario 2005-2008 (including revenue projection)
  • 1.3.8 New York Times (NYT)
    • Overall Strategy (alliances, technology used, advertising vs. subscriber fees)
    • Regular Free Streaming Videos at NYTimes.com
    • Market Size (estimated # of subscribers)
    • Scenario 2005-2008 (including revenue projection)
  • 1.3.9 AP (Associated Press)
    • Overall Strategy (alliances, technology used, advertising vs. subscriber fees)
    • AP Video News Network Packages
    • Market size (estimated # of subscribers)
    • Scenario 2005-2008 (including revenue projection)
• 1.4 Media' s Net Strategy Advantages (Strong Points) and Weaknesses
  • Summary: Comparison of Company-by-Company Net Strategies
• 1.5 Consumers' Acceptance
• 1.6 Researcher' s Analysis of the Media' s Net Strategy and Future of TV
  • Revenue Model Analysis
  • Business Strategy Analysis

• 2.1 Emerging Products with TV Viewing Option: Summary
  • Researcher Comments
• 2.2 Segment: Portable Devices
  • A. CELL PHONES
    • 1. Market Overview
      • 1.1 Market Structure and End-User Terminal Positioning
        • Sprint TV Content Partners and Packages
        • Summary: U.S. Cellular Operators with 3G Mobile TV Services
      • 1.2 Major Players
      • 1.3 Service Market
      • 1.4 Consumer' s Acceptance and Its Reason
  • B. PDAs
    • 1. Market Overview
      • 1.1 Market Structure and End-User Terminal Positioning
      • 1.2 Major Players
      • 1.3 Service Market
      • 1.4 Consumer' s Acceptance and Its Reason
  • C. PORTABLE MEDIA PLAYERS
    • 1. Market Overview
      • 1.1 Market Structure and End-User Terminal Positioning
      • 1.2 Major Players
      • 1.3 Service Market
      • 1.4 Consumer' s Acceptance and Its Reason
• 2.3 Segment: Digital Recorders
  • A. DVRs
    • 1. Market Overview
      • 1.1 Market Structure and End-User' Terminal Positioning
      • 1.2 Major Players
      • 1.3 Service Market
      • 1.4 Consumer' s Acceptance and Its Reason
  • B. MEDIA PCs
    • 1. Market Overview
      • 1.1 Market Structure and End-User' Terminal Positioning
      • 1.2 Major Players
        • Announced Content Partners for Intel Viiv Systems
      • 1.3 Service Market
      • 1.4 Consumer' s Acceptance and Its Reason
• 2.4 Market Size Forecasts
  • A. Segment: Portables
    • 1. Cellular Phone Market Size (Worldwide)
      • Cellular Phone Market Size (U.S.)
      • 1.1 Cell Phone Service Market Size (U.S.)
    • 2. PDA Market Size (U.S.)
      • 2.1 PDA Service Market Size (U.S.)
    • 3. Portable Video Player Market Size (U.S.)
      • 3.1 Portable Video Download Service Market (U.S.)
  • B. Segment: Digital Recorders
    • 1. DVR Market Size (U.S.)
      • 1.1 DVR Service Market Size Forecast (U.S.)
    • 2. Media PC Market Size (U.S.)
    • 2. Media PC Market Size (U.S.)
      • 2.1 Service Market Size Forecast (U.S.)
• 2.5 Future Trends and Directions
  • 1. Products Development and Service Development
    • 1.1 Needs
    • 1.2 New Developments

• 3.1 The War: The background and influencing factors
• 3.2 The War Summary
• 3.3 MSO & RBOC Strategic Weapons
• 3.4 Technology Advantage in Comparison between MSO and RBOC
  • MSO Advantage and Opportunities
  • RBOC Advantage and Opportunities
  • Summary of Major RBOC IPTV Technologies
  • IPTV: Not Just for RBOCs
• 3.5 Subscriber Advantage in Comparison between MSO and RBOC
  • Subscriber Comparison: MSOs vs. RBOCs
  • FiOS TV Service Availability
• 3.6 Triple Play to Quadra Play Strategy: Scenario 2006-2008
  • 2006: Wireless Makes Quad Play
  • Merged Wireless-VoIP Services
  • RBOC IPTV Opportunity
• 3.7 VOD Trends and Future
  • Cable VOD to PC
  • Ad-supported VOD
  • RBOC VOD Opportunity
  • 3.8 Set-top with DVR Strategy
  • MSO Strategy 117
  • RBOC Strategy
  • 3.9 Media' s Strategy for MSO and RBOC
  • RBOC Strategy
  • MSO Strategy and Challenges
  • MSO ITV Efforts
  • A La Carte Content Bundles

• 4.1 Big Change Summary
• 4.2 Big Change in Revenue Source - Market, Technology, Business Opportunities
• 4.2.1 Media Industry
  • Variable Pricing Models for VOD
  • Media Roadmap for Broadcast/Telecom Convergence
  • Telecom/Broadcast Convergence: ABC and CBS Content
    • 4.2.2 Advertising Industry
      • In-stream Advertising
      • Paid TV search
      • DVR advertising
      • VOD "in-content" advertising
    • 4.2.3 Service Provider Industry
      • Service Provider Roadmap for Telecom/Broadcast Convergence
    • 4.2.4 Net Industry
    • 4.2.5 End-User Terminal Products Maker Industry

• 1. Major Media' s Net Strategy: Summary
• 2. ABC/Disney Alliance
• 3. ABC/Disney iPod-Downloadable Programming (at launch)
• 4. ABC' s iPod Video Revenue Projection
• 5. NBC Universal (NBCU) Alliance
• 6. NBCU iPod-Downloadable Programming (at launch)
• 7. NBC' s iPod Video Revenue Projection
• 8. CBS Alliance
• 9. CBS Downloadable TV Shows and Distribution Platform (at launch)
• 10. CBS Revenue Projection from Online Video Advertising and User Paid Downloads
• 11. FOX (News Corp.) Alliance
• 12. Fox Downloadable TV Shows and Distribution Platforms (at launch)
• 13. Fox' s VOD Revenue Projection
• 14. CNN Alliance
• 15. CNN Pipeline: Paid News Service Tiers
• 16. CNN Online/TV Advertising Revenue Projection
• 17. CNN Pipeline Subscriber Revenue Projection
• 18. UPN Alliance
• 19. Warner Bros. Alliance
• 20. WB' s In2TV TV Channels (planned at launch)
• 21. New York Times (NYT)
• 22. Regular Free Streaming Videos at NYTimes.com
• 23. NYT TimesSelect Subscriber Revenue Projection
• 24. AP (Associated Press) Alliance
• 25. AP Video News Network Packages
• 26. U.S. Online Video Advertising Projections (Conservative Estimate)
• 27. AP Online Video Advertising: Revenue Projection
• 28. Summary: Comparison of Company-by-Company Net Strategies
• 29. Consumers' Acceptance Viewpoint
• 30. Emerging Products with TV Viewing Option: Summary
• 31. Cell Phones Sprint TV Content Partners and Packages
• 32. Cell Phones Summary: U.S. Cellular Operators with 3G Mobile TV Services
• 33. Cell Phones Major Players
• 34. Cell Phones Service Market
• 35. Cell Phones Consumer' s Acceptance and Its Reason
• 36. PDAs Major Players
• 37. PSAs Service Market
• 38. PDAs Consumer' s Acceptance and Its Reason
• 39. Portable Media Players
• 40. Portable Media Major Players
• 41. Portable Media Service Market
• 42. Portable Media Consumer' s Acceptance and Its Reason
• 43. DVDs Major Players
• 44. DVDs Service Market
• 45. DVDs Consumer' s Acceptance and Its Reason
• 46. Media PCs Major Players
• 47. Media PCs Announced Content Partners for Intel Viiv Systems
• 48. Media PCs Service Market
• 49. Media PCs Consumer' s Acceptance and Its Reason
• 50. Cellular Phone Market size (Worldwide)
• 51. Cellular Phone Market Size (U.S.)
• 52. Cell Phone Service Market Size (U.S.)
• 53. PDA Market Size (U.S.)
• 54. PDA Service Market Size (U.S.)
• 55. Portable Video Player Market Size (U.S.)
• 56. Portable Video Download Service Market (U.S.)
• 57. DVR Market Size (U.S.)
• 58. DVR Service Market Size Forecast (U.S.)
• 59. Media PC Market Size (U.S.)
• 60. Service Market Size Forecast (U.S.)
• 61. New Developments
• 62. The War Summary
• 63. Summary of Major RBOC IPTV Technologies
• 64. Subscriber Comparison: MSOs vs. RBOCs
• 65. FiOS TV Service Availability
• 66. MSO ITV Efforts
• 67. Future TV Big Change Summary
• 68. Variable Pricing Models for VOD
• 69. Media Roadmap for Broadcast/Telecom Convergence
• 70. Content Roadmaps for Telecom/Broadcast Convergence: Major TV Networks
• 71. Advertising Roadmap for Telecom/Broadcast Convergence
• 72. Service Provider Roadmap for Telecom/Broadcast Convergence
• 73. Net Industry Telecom/Broadcast Convergence Roadmap
• 74. Computer Industry Telecom/Broadcast Convergence Roadmap

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