This publication has been discontinued on July 19, 2011.
Abstract
It is rightly said that "content is king" in planning and developing IP TV service offerings. It is clear that the success of an IP TV service depends on the selection, packaging, and presentation of content. It is important to IP TV service providers in competing with strong cable and satellite service providers.
There are two principals that IP TV service providers should keep in mind as they develop their content strategy:
- They should maximize choice for their subscribers.
- They should maximize the involvement of their subscribers with the service.
These two factors will differentiate IP TV services from incumbent cable and satellite services. These incumbent services tend to have tiered offerings that require that the customer subscriber to all lower levels of programming in a tier to get a channel in one of the higher tiers. This approach may force a subscriber to pay for many channels that he or she does not want to receive to get a few desired channels.
This strategy requires moving closer to an a la carte strategy. A full a la carte strategy, as offered by PCCW in Hong Kong, may not be possible in other areas. Often content providers require that the service provider offer their less popular channels along with their market leaders. Manitoba Telecom has incorporated this into their offering that includes a basic set of channels plus about 25 channel groupings that subscribers select. It offers its subscribers to receive only basic or the basic channels plus one to eleven of channel groupings. Manitoba Telecoms groupings provide its customers with a much wider range of choices than the offerings from its cable competition.
1 Executive Summary
2 IP TV Content Choices
- 2.1 LINEAR BROADCAST CHANNELS
- 2.1.1 Over the Air Channels
- 2.1.2 Basic Cable Channels
- 2.1.3 Premium Cable Channels
- 2.2 ON DEMAND CONTENT
- 2.2.1 Video On Demand
- 2.2.2 Subscription Video On Demand
- 2.2.3 Free On Demand
- 2.2.4 Pay Per View
- 2.3 INTERACTIVE CONTENT
- 2.3.1 Interactive Overlays
- 2.3.2 Interactive Content
- 2.3.3 Interactive Games
- 2.3.4 TV-Based Internet Services
- 2.4 CONTENT PROTECTION AND DIGITAL RIGHTS MANAGEMENT
3 IP TV Content Acquisition Strategies
- 3.1 DEALING DIRECTLY WITH CONTENT PRODUCERS
- 3.2 USING CONTENT AGGREGATORS
- 3.2.1 Cable and IP TV Content Aggregators
- 3.2.2 IP TV Aggregators
- 3.2.3 Satellite Providers
- 3.2.4 Interactive Content Aggregators
- 3.3 USING CONTENT CONSULTANTS
4 IP TV Content Strategies
- 4.1 DEVELOPING CONTENT OFFERINGS
- 4.2 ACQUIRING LINEAR BROADCAST CONTENT
- 4.3 ACQUIRING ON DEMAND CONTENT
- 4.4 ACQUIRING INTERACTIVE CONTENT
- 4.5 CONTENT PACKAGING STRATEGIES
5 Opportunities, Risks, and Recommendations
- 5.1 OPPORTUNITIES
- 5.2 RISKS
- 5.3 RECOMMENDATIONS
6 Appendices
- 6.1 CONTENT PRODUCERS
- 6.1.1 BBC Worldwide
- 6.1.2 BBC Interactive
- 6.1.3 Hallmark Channel
- 6.1.4 ImaginAsian TV
- 6.1.5 Mag Rack
- 6.1.6 The Outdoor Channel
- 6.1.7 Shalom TV
- 6.1.8 Visiware
- 6.2 CONTENT CONSULTANTS
- 6.2.1 3Vision
- 6.2.2 Broadband Network Systems Ltd.
- 6.2.3 informitv
- 6.2.4 ON Demand Group
- 6.3 CONTENT AGGREGATORS
- 6.3.1 Broadstream Communications
- 6.3.2 Eagle Broadband
- 6.3.3 Gotuit Media
- 6.3.4 ICTV
- 6.3.5 TPS
- 6.3.6 TVN Entertainment
- 6.3.7 ViewNow
- 6.4 SYSTEM COMPANIES
- 6.4.1 Alcatel
- 6.4.2 Myrio
Tables and Figures
- Figure 6-1: ViewTrak Screens
- Figure 6-2: ViewNow Programming Delivery Process
- Table 6-1: Content Producer Profiles
- Table 6-2: BBC WORLDWIDE Fiscal 2004 Financial Results
- Table 6-3: BBC WORLDWIDE IP TV Content Strategies
- Table 6-4: BBC FISCAL 2004 FINANCIAL RESULTS
- Table 6-5: BBC IP TV Content Strategies
- Table 6-6: BBC IP TV Content Products
- Table 6-7: BBC IP TV Content Customers
- Table 6-8: CROWN MEDIA HOLDINGS INC Fiscal 2004 Financial Results
- Table 6-9: HALLMARK CHANNEL IP TV Content Strategies
- Table 6-10: HALLMARK CHANNEL IP TV Content Products
- Table 6-11: IMAGINASIAN TV IP TV Content Strategies
- Table 6-12: IMAGINASIAN TV Content Products
- Table 6-13: MAG RACK IP TV Content Strategies
- Table 6-14: MAG RACK IP TV Content Products
- Table 6-15: MAG RACK IP TV Content Customers
- Table 6-16: THE OUTDOOR CHANNEL HOLDINGS, INC. Fiscal 2004 Financial Results
- Table 6-17: THE OUTDOOR CHANNEL IP TV Content Strategies.
- Table 6-18: THE OUTDOOR CHANNEL IP TV Content Products
- Table 6-19: SHALOM TV IP TV Content Strategies
- Table 6-20: SHALOM TV IP TV Content Products
- Table 6-21: VISIWARE IP TV Content Strategies
- Table 6-22: VISIWARE IP TV Content Products
- Table 6-23: CONTENT CONSULTANT PROFILES
- Table 6-24: 3VISION IP TV Content Customers
- Table 6-25: BNS IP TV Content Strategies
- Table 6-26: BNS IP TV Content Products
- Table 6-27: BNS IP TV Content Customers
- Table 6-28: ON DEMAND GROUP IP TV Content Strategies
- Table 6-29: ON DEMAND GROUP IP TV Content Customers
- Table 6-30: CONTENT AGGREGATOR PROFILES
- Table 6-31: EAGLE BROADBAND Fiscal 2004 Financial Results
- Table 6-32: EAGLE BROADBAND IP TV Content Strategies
- Table 6-33: EAGLE BROADBAND IP TV Content Products
- Table 6-34: EAGLE BROADBAND IP TV Content Customers
- Table 6-35: GOTUIT MEDIA IP TV Content Strategies
- Table 6-36: GOTUIT MEDIA IP TV Original Content Products
- Table 6-37: GOTUIT MEDIA Partner Content Products
- Table 6-38: ICTV IP TV Content Strategies
- Table 6-39: ICTV IP TV Content Products
- Table 6-40: TPS IP TV Content Strategies
- Table 6-40: TPS IP TV Content
- Table 6-42: TPS IP TV Content Customers
- Table 6-43: TVN ENTERTAINMENT IP TV Content Strategies
- Table 6-44: TVN ENTERTAINMENT IP TV Content Products
- Table 6-45: TVN ENTERTAINMENT IP TV Content Customers
- Table 6-46: VIEWNOW Broadband Video Products
- Table 6-47: VIEWNOW Broadband Video Deployments
- Table 6-48: VIEWNOW Broadband Video Technology Partners
- Table 6-49: Profiles of System Companies
- Table 6-50: ALCATEL WORLDWIDE Fiscal 2004 Financial Results
- Table 6-51: ALCATEL IP TV Content Strategies
- Table 6-52: MYRIO IP TV Content Strategies
