发布时间：2008.6
摘要
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.
Key questions
• 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?
目录及图表
- Introduction: indicators on the main switchover processes, both planned and underway
2 - New digital terrestrial TV services
2.1 Pay-TV
• Multi-channel pay-TV
• PPV and VOD
2.2 Mobile TV
• Current offering
• Large-scale rollouts across Europe in 2008
2.3 High Definition
2.4 Interactive TV
• Interactive services
• Convenience services
3 - Is terrestrial an indispensible part of the TV market?
3.1 The issue of technical coverage
3.2 A universal and national TV service
3.3 Playing a key role in promoting HDTV?
3.4 Are 3G and satellite true alternatives to mobile terrestrial TV?
3.5 Does local television need the terrestrial network?
3.6 Is terrestrial broadcasting competitive?
3.7 How to reconcile the scarcity of spectrum resources and a broadened TV offering?
4 - TV channel strategies: what services to maximise use of the additional spectrum?
4.1 Banking on specialty multi-channel packages to increase ad revenue
4.2 The search for new growth outlets in the pay-TV market
• Breaking dependency on advertisers
• Employing a low-cost strategy to ensure the success of DTT pay-TV?
4.3 Differentiation thanks to HD
4.4 Focusing on new services such as mobile TV
4.5 Mediaset or “all-purpose DTT”
4.6 The special case of public service channels
5 - Offers and Services
5.1 DTT pay-TV packages in Europe
5.2 PPV and VOD on DTT in Europe
5.3 Main DTT services around the world
5.4 Existing and planned digital terrestrial HDTV services
5.5 Interactive TV services in Europe
Countries covered in the report
• Major Western European markets
• Scandinavia
• USA
• Japan