Must-Read: Report on TV Markets, Trends Facts & Figures

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Published on Saturday, 08 May 2010 23:20

IDate released a report called "Global TV 2010 - Markets, Trends Facts & Figures" with a global overview of the current status and evolution of the industry (2008-2013).

"Industry did not escape the consequences of the global economic crisis; the crisis particularly affected television advertising revenue. Nevertheless, IDATE predicts that the market will exceed its 2008 level in 2010", according to Florence Le Borgne, project leader of the World Television Markets report.

In all the revenue figures in the report this clearly can be seen.

The report is too extensive to handle in this article. Some of the most interesting findings I came across are:

Television 2020 – The Web Migration (page 42)
Principal findings
All the conditions for the television industry’s migration to the Internet are now in place:
• consumers are comfortable with online visual consumption;
• technical solutions that give users access to Internet content on their television sets have been
implemented;
• open Internet access is possible from mobile telephones;
• premium content is available on the Web;
• online video quality of service is improving;
• new players from industries related to the television industry have aligned their strategies.

While this migration will be gradual, it will have a deep-seated impact on the industry:
• the exclusive rights model will no longer be the standard;
• some consumers will abandon traditional managed networks;
• a globalization trend will be sparked, to the benefit of the major rights holders.

On the next pages from thereon, you'll find an analysis of key factors that are specific to the TV industry and three scenarios and their -possible- outcomes.


From the Innovation point of view:



Convergence between television and Web is strong according to ITVE.org:

Unlike the music and print media industries, the TV industry is gaining a strong position on the Web. As a result, television is poised to play a central role in video services. This offensive strategy will likely pay off down the line, but does not entirely eliminate the possibility of destroying value. There are structural reasons for this, including a fiercely competitive online advertising market and a lack of control over program circulation.

Is this a classic example of Creative Destruction?