its report, Futurescape sees connected TV as providing a way for device
manufacturers to effect a business model transformation from products
to services. It exemplifies this transition by highlighting how Samsung
spent a figure approaching $70 million marketing its Internet TV apps in
2010, including a series of international competitions.
report predicts that by 2014, 54% of flat-panel TVs shipped globally,
approximately 148.3 million units, will have Internet connectivity and
services. It also quotes Samsung as estimating that by the same time,
the number of TVs shipped with an Internet connection will have risen
from its current 17% to 70%.
key action that the analyst advices the pay-TV industry to take is to
enable subscribers to recommend content to friends. It says that the
global pay-TV market needs social recommendation and discovery services
which can encourage viewers to subscribe to more expensive packages and
to buy more video-on-demand content.
2.Futurescape highlights the battle between Facebook-Twitter as not
just encroaching but reshaping the 21st Century TV industry and
challenging existing business models. It suggests that the winner of
such battles will take a dominant strategic position in socially-targeted TV advertising, pay-TV content recommendation, TV show
marketing, next-generation EPGs and Interactive viewing.
3.In all, the analyst believes that the social TV future is one in
which all the major television industry players – IPTV, cable and
satellite operators, middleware providers, CE manufacturers,
broadcasters, studios and advertisers – must negotiate new relationships
and resolve unanticipated challenges in order to seize major commercial