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Broadcast Technology in Western Europe and North America, 2008 (Strategic Focus)

Published by: Datamonitor

Published: Oct. 16, 2008 - 10 Pages


Table of Contents


Overview
Catalyst
Summary
Key Messages
Broadband adoption is the biggest disruptive force in the media sector
Broadcasters distribute programming direct to consumers through online platforms
Diversified revenue streams hedge against competition and a challenging financial climate
File-based systems are crucial in order to remain competitive in an evolving broadcast ecosystem
Media asset management provides transparency and flexibility to file-based systems
Using IT to support revenue growth is imperative for broadcasters
Broadcasters consider infrastructure rationalization and standardization as key challenges
Technology and price are chief priorities for broadcasters when choosing a supplier
Case studies, proof-points and metrics will be crucial marketing messages for vendors
Table of Contents
Table of figures
Table of tables
Market Opportunity: Evolving consumption habits and broadcast trends
Broadband adoption is transforming traditional television consumption habits
Broadband adoption is the biggest disruptive force in the media sector
High-speed household penetration is increasing significantly in Western Europe
Consumption habits are evolving to reflect an emerging multiplatform distribution environment
Direct-to-consumers: new business models transform the competitive landscape
Broadcasters distribute programming direct to consumers through online platforms
Print media enter the video distribution market
The Beijing Olympics paves the way for commercial multiplatform distribution at NBC
Bundled communication services remain important for pay-TV operators
Generating path dependence: an assessment of Comcast's expanding services strategy
Despite market pressure, the TV sector is expected to show steady growth to 2012
Free-to-air services and pay-TV will experience strong subscriber growth in the next two years
The UK, the US and the Netherlands are expected to illustrate the strongest revenue growth
Revenue is expected to be derived from a variety of different sources to combat negative market conditions
Increasing competition and economic recession create upcoming challenges for the broadcast market
US Local TV advertising spend will see significant decreases due to the current economic recession
Diversified revenue streams hedge against market competition and a challenging financial climate
Technology Evolution: Evolving workflows and the upgrade to HD
File-based workflow and transfer system migration provides enhanced reliability
Server-based systems create unnecessary asset duplication and production silos
Reducing inefficiencies through centralized architecture solutions
File transfer systems are particularly important for a modern global broadcast organization
Content storage management systems are key for the evolving broadcaster
File-based workflows will only boost flexibility through effective modeling and planning
Media asset management provides transparency and flexibility to file-based infrastructure
Using MAM as a toolkit will enhance operational efficiencies
Moving to focused MAM systems: Apple enters the market with Final Cut Server
Moving to HD is creating both strategic opportunities and logistical challenges
Bit rates and encoding standards remain challenges in the transition to HD content
Integrating HD and SD into the same workflows poses a challenge
Networking capacity and storage are crucial in generating efficiencies in HD/SD systems
Customer Impact: Broadcast, IT and business alignment
Investment trends: IT budgets are expected to show slight increase year-on-year
IT budgets are growing steadily due to HD and file-based workflow migration
Using IT to support revenue growth is the most important issue associated with spending for broadcasters
Infrastructure rationalization and standardization are key challenges for a modern broadcaster
Price points and complexity outlined as primary challenges for file-based workflows
A significant opportunity still exists to migrate to a file-based environment
File-based workflow migration initiatives are hampered by concerns of cost and interoperability
Aligning business IT and broadcast engineering for competitive advantage
Building an integrated core infrastructure for business, IT and production alignment
Utilizing service oriented architectures (SOA) to bridge the gap between business and IT goals
Go to Market
Technology and price are chief priorities for broadcasters when choosing a supplier
Competing on price will grow in importance as broadcasters feel the pinch from a competitive market
Case studies, proof-points and metrics will be crucial marketing messages for vendors
Understanding multiple languages: addressing business, IT and production demands
Horizontal technology vendors need to create broadcast-specific messages
Professional services need to highlight business, IT and production alignment services
Opportunities for the professional services industry will increase due to broadcast transformation
Multiple service offerings and vendor independence are key messages for professional services
Recommendations
Outline how specific systems deployment can aide in tackling key competitive issues
Highlight benefits of cost savings and systems flexibility through the deployment of file-based workflows
Tailor marketing messages to gain traction across multiple levels within a broadcaster
APPENDIX
Definitions
Methodology
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Tables
Table 1: Broadcast revenue in Western Europe and the US ($m), 2005-10
List of Figures
Figure 1: Time spent per day using different communications services, 2002-06
Figure 2: TAMi: measuring total exposure to Olympic experience, 2008
Figure 3: Digital television adoption in Western Europe and the US, 2007-12e
Figure 4: Basic overview of a media asset management-based file-based workflow
Figure 5: HD video input standards
Figure 6: Western European and North American broadcasters' IT budget change, 2007-09
Figure 7: Broadcasters' strategic business priorities in Western Europe and North America, 2008-09
Figure 8: Broadcasters' overall strategic goals in Western Europe and North America, 2008-09
Figure 9: Percentage of workflows operating in a file-based system in Western Europe and North America, 2008
Figure 10: Key challenges facing file-based workflow migration. 2008
Figure 11: The alignment gap between business goals and IT infrastructure
Figure 12: Factors affecting vendor preference for broadcasters in Western Europe and North America, 2008

Abstract

Introduction

This report address the evolving broadcast landscape across Western Europe and the US assessing market drivers and emerging strategic developments; key technologies that are boosting flexibility; end-user strategic IT objectives and pain points; and go-to market recommendations for technology vendors and professional services companies.

Scope
  • Outlines changing consumption habits and the specific market drivers facilitating a shift to multiplatform media consumption.
  • Highlights the necessity for file-based workflow migration to increase efficiency in the business, IT and production functions.
  • Assess current IT strategy opportunities and challenges among broadcasters in Western Europe and North America.
Highlights

There is growing pressure to ensure that production, distribution and business workflows operate effectively to counter the complexity of a multiplatform distribution model and declining advertising revenues. Creating these efficiencies involves deploying flexible architectures and infrastructure through file-based workflows.

As broadcasters expand their service offerings, it is increasingly important to ensure that they run a flexible, effective and efficient operation. Standardizing infrastructure technologies and simplifying systems are the two key strategic goals for broadcasters over the next 12 months.

The most effective method to highlight systems benefits is through real world examples with concrete metrics. However, just providing metrics is not enough. Tailoring marketing messages for multiple levels within an organization will help gain internal support for a project.

Reasons to Purchase
  • Gain insight into converging market trends in the Western European and North American broadcast sector.
  • Understand key IT investment strategies of broadcasters for the next 12 months.


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