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

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