Analogue Switch-off

This publication has been discontinued on November 23, 2011.

Introduction

Abstract

Starting with an inventory of the array of new TV services launched on the digital terrestrial network, IDATE examines the role and assets of terrestrial television, and analyses the strategic options open to DTT market players to optimise their use of the digital dividend.

• What are the new digital terrestrial TV (DTT) services? In which countries have they been launched?
• Is there a need to question the very existence of terrestrial broadcasting?
• TV channel strategies: what services to maximise use of the additional spectrum?
• What growth outlets for DTT broadcasters?

Table of Contents

1. Introduction: milestones in the primary switch-off processes planned and in progress

2. New digital terrestrial TV services

• 2.1. Pay-TV
  • 2.1.1. Paid multi-channel
  • 2.1.2. PPV and VOD
• 2.2. Mobile TV
  • 2.2.1. Existing offers
  • 2.2.2. Significant deployment across Europe in 2008
• 2.3. High Definition
• 2.4. Interactive television
  • 2.4.1. Interactive services
  • 2.4.2. Ease of use services

3. Is terrestrial indispensable to the television market?

• 3.1. The question of technical coverage
• 3.2. A universal and national television service
• 3.3. A key role for promoting HDTV?
• 3.4. Are 3G and satellite alternatives to mobile terrestrial TV?
• 3.5. But does television really need terrestrial broadcasting?
• 3.6. Is terrestrial broadcasting competitive?
• 3.7. How can scarce spectrum resources be reconciled to growing TV services?

4. Channel strategies: which services will maximise the use of additional frequencies?

• 4.1. Count on thematic multi-channel to increase advertising revenue
• 4.2. Find new growth areas in the pay-TV market
  • 4.2.1. Reduce dependence on advertisers
  • 4.2.2. A low cost position to ensure the success of paid DTT?
• 4.3. Differentiate by HD
• 4.4. Promote new services such as mobile television
• 4.5. Mediaset or “All out DTT”
• 4.6. The unique case of public service channels

5. Conclusions

6. Appendices

• 6.1. Paid DTT bouquet offers in Europe
• 6.2. PPV and VOD DTT offers in Europe
• 6.3. Primary mobile DTT services around the world
• 6.4. HDTV services launched or planned on DTT
• 6.5. Interactive TV Services in Europe

List of Tables and Figures

• Table 1 Switch-off schedule for major countries involved
• Table 2 Overview of switch-off problems in the main countries involved
• Table 3 Primary advantages and disadvantages of 3G, satellite and terrestrial networks for broadcasting mobile TV services
• Table 4 Sweden' s TV4 AB company' s paid thematic channels
• Table 5 Examples of paid DTT bouquet offers in Europe
• Table 6 Examples of on-demand services (PPV and VOD) on DTT in Europe
• Table 7 Examples of mobile DTT services around the world
• Table 8 Examples of scheduled HDTV planned or already launched on DTT
• Table 9 Examples of interactive data services over DTT in Europe (excluding VOD)

• Figure 1 Broadcast network presence by area type
• Figure 2 Annual cost comparison for a channel broadcast to a household based on the service penetration rate, by broadcast type
• Figure 3 Change in audience market share of the 5 major Swedish TV channels
• Figure 4 Distribution of television reception modes in Swedish households
• Figure 5 Mediaset' s strategy compared to audience fragmentation
• Figure 6 Distribution of annual turnover for 2007 by Mediaset by operations sector
• Figure 7 Breakdown of advertising revenue in Mediaset' s total annual 2007 turnover
• Figure 8 Change in audience market share of Mediaset' s primary Italian channels
• Figure 9 Mediaset' s annual investment in DTT and PPV rights since 2004

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