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Digital TV - Interactive TV Overview and Analysis Report Identifies Some Key Issues and the State of Play in the Australian Market
Friday July 25, 02:44 AM
Research and Markets (http://www.researchandmarkets.com/research/2b4876/australia_digita) has announced the addition of the "Australia - Digital TV - Interactive TV Overview and Analysis" report to their offering.
The cable TV industry in the USA and Europe were the first to look at interactive TV (iTV) opportunities. The earliest initiatives date back to the late 1970s. However, interaction with the TV content never generated sufficient interest to build a good business model around it. The latest developments are based around personal TV customer value proposition such 'time management of their TV entertainment choices' rather than new TV content. It is closely aligned with the triple play models based on broadband services. This report identifies some key issues and the state of play in the Australian market. Progress has been slow with limited new developments occurring, however in 2007 Foxtel revealed plans to implement a new interactive platform that will enable Foxtel and Austar viewers to receive ads based on their viewer profile and their viewing habits. More is expected for 2008 and 2009, but will it be enough to beat the video broadband developments?
Key Topics Covered:
1. Synopsis
2. Market overview
2.1 Soon to be overtaken by broadband
2.1.1 Foxtel to deliver broadband content (IPTV)
2.2 New services and new market opportunities
2.2.1 Electronic Program Guides (EPGs)
2.2.2 Video broadband
2.3 Standards needed
2.4 Set-top Boxes (STBs)
2.5 Regulations
3. Definitions
3.1 Interact with TV
3.2 Personal TV (choose and control)
3.3 Broadband or IPTV - global trends
4. The future of Video on Demand - analysis
5. iTV analysis
5.1 iTV - 35 years on
5.2 Broadcasting vs broadband platforms
5.3 Permission-based digital TV advertising
6. Interactive advertising developments
6.1 Historical Overview
6.2 Foxtel interactive TV ads
6.2.1 Interactive advertising tool
6.3 Ten brings mobile phone interactivity to television ads - June 2007
6.4 Audience measurement system launched for interactive ads and timeshifting
7. Market analysis - interactive advertising
7.1 One hand tied to its back (interactive)
7.2 Individually addressed advertisements (interactive)
7.3 And again...permission-based models
7.4 Foxtel needs to break away from telstra
7.5 Revenue opportunities
8. Global market analysis
8.1 Overview
8.2 How will it succeed?
8.3 Digital TV (DTV) second Internet platform
8.4 Shock to the 'couch potato' syndrome
8.5 Innovation required
9. Case studies
9.1 Austar
9.2 Foxtel
9.3 Two Way TV Australia
10. Related reports
For more information visit http://www.researchandmarkets.com/research/2b4876/australia_digita.
Contact:
Research and Markets Laura Wood Senior Manager press@researchandmarkets.com Fax from USA: 646-607-1907 Fax from rest of the world: +353-1-481-1716
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