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市場調査レポート
欧州のHDTV産業の今後
HDTV in Europe: Ready for take-off?
| 発行 |
IDATE |
| 出版日 |
2006年11月 |
商品コード |
47074 |
| ページ情報 |
英文 40 pages |
| 価格 |
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当商品の販売は、2011年11月23日を持ちまして終了しました。
Abstract
Overview
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 made over 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
provided 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?
Who should read this report?
TV channels and media groups
- Pay-TV operators: generate ARPU, attract subscribers and/or cement their
loyalty?
- Is it in generalist channels' interest to migrate to HD?
Regulators
- DTT, should they wait for the analogue switch-off in 2010?
Operators: telcos, ISPs, satellite, cable, terrestrial
- Satellite shifting to free HDTV services?
- What positioning for IPTV with respect to HD?
Equipment-makers
- What will be the next HDTV viewing devices?
- How to rationalise the offer to consumers?
Investors and analysts
- HD's development prospects in Europe.
- Its impact on players along the media chain.
Table of Contents
1. HDTV: current state of affairs
- 1.1. Format, technical and additional costs
- 1.2. HDTV deployment levels in Europe
2. Lessons to be drawn from the deployment of HDTV in the USA and Japan
- 2.1. Around 10% of households use HDTV services
- 2.2. HDTV distributed over four networks
- 2.3. HDTV offer spurred by FTA in Japan and pay-TV in the USA
3. HDTV in Europe - on which network?
- 3.1. Satellite, HDTV's driving force
- 3.2. IPTV getting ready to join the fray
- 3.3. DTT - waiting for the analogue switch off in 2010?
- 3.4. Cable: limited capacity available
- 3.5. And what about the Web?
4. HD offer strategies
- 4.1. Pay-TV operators: generate ARPU, attract subscribers and/or cement
their loyalty?
- 4.2. Is it in generalist channels' interest to migrate to HD?
- 4.3. Launch of free HDTV service platforms: options
5. HD programme availability
- 5.1. HD programme production and acquisition
- 5.2. How to expand HD programming?
6. HD devices, remaining uncertainties
- 6.1. HD-ready TVs and set-top boxes
- 6.2. Devices for "stand alone" HD prg consumption: game consoles HD DVD,
HD PVR, PC
7. HDTV in Europe: what development prospects?
- 7.1. Two successive waves of HD offer rollouts in Europe?
- 7.1.1. Market driven by pay-TV, as in the USA
- 7.1.2. Will free HDTV take over?
- 7.2. Disparities in deployment levels around Europe
- 7.3. Measures to kick start the HDTV market
List of tables and figures
- Table 1: Impact of HD on the audiovisual value chain
- Table 2: HDTV offers in the major European markets
- Table 3: HD strategy of SkyPerfecTV!
- Table 4: Carriage of HDTV services on TV broadcasting networks in Europe
- Table 5: Comparison of networks enabling broadcasting of HD services
- Table 6: Examples of HD marketing methods in Europe
- Table 7: Number of planned HD-DVD titles in the USA in mid-2006
- Table 8: HDTV deployment factors in Europe
- Figure 1: HDTV deployment around the world, end 2005
- Figure 2: TVSD, TVHD, 2K (cinema) picture formats
- Figure 3: Distribution of digital channels via BS satellite in Japan
- Figure 4: TV access modes in Japan and the USA (% of TV households)
- Figure 5: ADSL speed-distance diagram
- Figure 6: Proportion of broadband Internet access lines of over 8 Mbps
in the major European markets in 2005
- Figure 7: Example of HD DTT multiplex (optimum MPEG-4 compression)
- Figure 8: Upgrading of Mediaset's installations to HD level (Q1 2006)
- Figure 9: Trends in average prices of HD-ready LCD screens in 2005
- Figure 10: HD Ready TV set penetration in major European countries
- Figure 11: Forecast numbers of households equipped with HD Ready TVs in
Western Europe
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