The Launch Of A Free To Air HDTV Service Could Provide The Much-Needed Breakthrough To Increase Viewers’ Exposure To High Definition Services

Research and Markets has announced the addition of HDTV in Europe to their offering.

November 29, 2006

Europe’s HDTV market is in its early days: although estimates point to 10 million households equipped with an HD-ready TV by the end of 2006, only a fraction of them will actually be consuming HDTV services. Nevertheless, the high-definition TV transition is both well underway and irreversible, with clear strides having been madeover the past two years: - The base of HD-ready TV sets is growing. - Although later than planned, HD services have been launched in several European countries. - The different distribution networks have become HD-compatible - Technical production and broadcasting chains are largely HD-ready. But major obstacles do still exist which are hampering the take-up rate: - Some consumers have trouble understanding the benefits of high definition.- The HD business model is still fuzzy for general interest channels.- HD programme production is being blocked by the chicken or the egg dilemma that is weighing on the industry as a whole. At a time when growth is being fuelled by pay-TV services, the introduction of HD-DVD players later this year could give the market a boost, as could HD versions of the Olympic Games in Beijing in 2008 and of the European football championships. Added to this, the launch of a free to air HDTV service could provide the much-needed breakthrough to increase viewers’ exposure to high definition services. Key questions -What lessons can be learned from HDTV deployments in the US and Japan? -HDTV in Europe: on which network? -How to encourage an expansion of HD content? -What conditions are needed for a migration to a free HDTV offer? -What leverage can be used to kick start the market? Content Outline: 1. HDTV: current state of affairs -Format, technical and additional costs -HDTV deployment levels in Europe 2. Lessons to be drawn from the deployment of HDTV in the USA and Japan -Around 10% of households use HDTV services -HDTV distributed over four networks -HDTV offer spurred by FTA in Japan and pay-TV in the USA 3. HDTV in Europe – on which network? -Satellite, HDTV’s driving force -IPTV getting ready to join the fray -DTT - waiting for the analogue switch off in 2010? -Cable: limited capacity available -And what about the Web? 4. HD offer strategies -Pay-TV operators: generate ARPU, attract subscribers and/or cement their loyalty? -Is it in generalist channels’ interest to migrate to HD? -Launch of free HDTV service platforms: options 5. HD programme availability -HD programme production and acquisition -How to expand HD programming? 6. HD devices, remaining uncertainties -HD-ready TVs and set-top boxes -Devices for “stand alone” HD prg consumption: game consoles HD DVD, HD PVR, PC 7. HDTV in Europe: what development prospects? -Two successive waves of HD offer rollouts in Europe? -Market driven by pay-TV, as in the USA -Will free HDTV take over? -Disparities in deployment levels around Europe -Measures to kick start the HDTV market For more information visit http://www.researchandmarkets.com/reports/c45864

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