Global - Broadcasting - Interactive TV - Overview and Analysis


Archived report. This report was archived in 2009 and has not been updated. With the development of broadband, iTV is back in favour again. Many TV programs now have an interactive element to them, particularly in the Asian and European markets. The Multimedia Home Platform is beginning to assist in the progress of T-commerce around the world, particularly in South Korea. Interactive TV and interactive content is also being incorporated into mobility. Further progress is expected through 2008 and 2009, but will it be enough to beat the video broadband developments? This report describes the history and present state of iTV, including examples of developments from around the world. It includes BuddeComm’s analyses and a look at the leading iTV markets. The report concentrates more on the narrower broadcasting definitions of iTV; ‘interacting with TV’ content. Broader developments such as VoD and IPTV are only briefly referred to but are covered in separate reports.

Table of Contents

  • 1. Synopsis
  • 2. Introduction
    • 2.1 New services and market opportunities
    • 2.2 Definitions
    • 2.3 Personal TV (choose and control)
    • 2.4 Electronic/Interactive Program Guides
    • 2.5 T-Commerce
      • 2.5.1 Earlier developments - South Korea
    • 2.6 Broadband or IPTV
  • 3. Market analysis
    • 3.1 iTV – 35 years on
    • 3.2 How will it succeed?
    • 3.3 Digital TV (DTV) second Internet platform
    • 3.4 Shock to the ‘couch potato’ syndrome
  • 4. iTV innovations
    • 4.1 Interactive applications that enhance TV
    • 4.2 iTV based on User Generated Content (UGC)
      • 4.2.1 Facebook Diaries
    • 4.3 iTV gambling
    • 4.4 Mobile iTV
  • 5. i-Advertising analysis
    • 5.1 Individually addressed advertisements
    • 5.2 And again…permission-based models
    • 5.3 Revenue opportunities
  • 6. Market leaders – Europe, Asia
    • 6.1 United Kingdom
    • 6.2 Sky Active
    • 6.3 Asia
      • 6.3.1 Japan
      • 6.3.2 South Korea
      • 6.3.3 Hong Kong
  • 7. Business modelling
    • 7.1 Real-time or non-real-time
    • 7.2 Permission-based through SMS
    • 7.3 Subscription or itinerary?
    • 7.4 Technology issues
  • 8. interactive TV – early developments
    • 8.1 QUBE 1970s
    • 8.2 VNU trial the Netherlands 1981
    • 8.3 Other trials in the 1980s
    • 8.4 Web TV arrived in the mid-1990s
  • 9. Related reports
  • Exhibit 1 – Interactive Program Guides versus Electronic Program Guides
  • Exhibit 3 – SkyLife and T-Commerce
  • Exhibit 3 – Other past and present iTV examples

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Digital Media
Strategies & Analyses (Industry & Markets)

Number of pages 13

Status Archived

Last updated 18 Mar 2008
Update History

Analyst: Kylie Wansink

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