TV会社のインターネット戦略

TV Channel Strategies on Internet

発行	IDATE
出版日	2008年01月	商品コード	60339
ページ情報	英文 90 pages
価格	こちらの商品の販売は終了いたしました。

概要
原文目次
関連レポート

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。

原文目次

Abstract

Overview

Television has always managed to hold its audience' s attention for much longer than other media, and this despite the major upheavals it has had to contend with in recent years, including image digitisation and the new prospects opened up by IP. Segmentation of the TV offer has made it possible to maintain consumption levels on the small screen, although generalist channels' prime time audience is shrinking.

TV channels are investing massively in the internet to be able to take advantage of ever-increasing online ad revenue, using a variety of strategies: a “second market” approach to maximise revenue generated by their programmes, control over distribution to viewers, diversification to high audience services in tandem with their ad management business. The challenge for the channels is to have a strong hand in the new forms of TV viewing, rather than being passive players, and to thus be able to act as central aggregators as they face competition from telcos and the top internet portals. This new positioning requires them to examine the specific role that television plays, re-focusing on what makes the broadcasting model distinctive.

Based on interviews with some of the TV industry' s leading players in the United States and Europe, IDATE offers a detailed analysis of TV channels' online distribution strategies, the main business models being used and the resulting diversification and vertical integration strategies.

Key questions

Has the mass media advertising model changed?
Who will benefit from off the grid TV viewing?
Can channels' programming expertise be exported to the web?
Do channels need to become online operators and aggregators?
Are B2B and B2C strategies mutually exclusive?
Do programming schedules need to evolve?
Is the vertical integration of production necessary?
Is a new media chronology taking shape?

Who should read this report?

Media groups/TV channels
- Identifying the key issues in distributing TV content on the internet
- Understanding how to take advantage of an online TV content distribution strategy
Online content providers
- Assessing the development outlook for broadcasting TV programmes on the web
- Understanding the B2C, B2B and B2B2C business models of online content distribution platforms
Internet companies
- Identifying the major innovations in new services
- Understanding traditional TV companies' positioning on the internet
Telcos
- Analysing the impact of IP network development on TV distribution
- Planning possible partnerships with media and internet companies
Investors and analysts
- Assessing the economic potential of new online TV content distribution platforms
- Analysing the new ecosystem created by TV channel distribution on the web

1. Evolution of the TV industry

1.1. Television, the ultimate mass medium
1.2. New TV viewing patterns
- 1.2.1. Segmentation of the TV offer has made it possible to maintain overall viewing figures.....
- 1.2.2. .....but is cutting into the top commercial channels' audience
- 1.2.3. Prime time losing audience, but still the flagship slot
- 1.2.4. On-demand and time-shifted viewing on the rise
1.3. TV market revenue: fundamentals remain stable, for now
- 1.3.1. Pay-TV driving growth, as the video sector loses steam
- 1.3.2. Traditional TV market nearing maturity
- 1.3.3. The internet does not, however, currently pose a direct threat to the TV advertising market
1.4. IP: driving changes in media distribution
- 1.4.1. Players on the production side: increased negotiating power?
- 1.4.2. Channel operation and aggregation businesses and revenue under threat?
- 1.4.3. Multiplication of TV distribution channels
- 1.4.4. The growing role of the device
- 1.4.5. New uses

2. Leading TV network strategies

2.1. Case studies: the top television networks
- 2.1.1. NBC
- 2.1.2. Fox
- 2.1.3. ABC
- 2.1.4. Groupe TF1
- 2.1.5. Groupe M6
- 2.1.6. ProSiebenSat.1 Group
- 2.1.7. Groupe Antena 3
2.2. TV channels' positioning: a summary

3. Outstanding issues for TV channels

3.1. A change in the distribution sequence?
3.2. Reducing dependence on TV advertising and monetising new television offers?
- 3.2.1. Emergence of new advertising models on the web
- 3.2.2. Taking advantage of the market driver: pay-TV?
3.3. Will TV channels need to alter their schedules?
3.4. A new strategy for controlling content?
3.5. Taking control of TV aggregation services?

4. Guidelines

Tables and figures

Table 1: Breakdown of media consumption in the US
Table 2: Channel TF1 indicators
Table 3: Channel M6 indicators
Table 4: Indicators for ProSieben and Sat.1 channels
Table 5: Channel Antena 3 indicators
Table 6: Fee-based diversification strategies employed by commercial TV channels

Figure 1: Daily TV viewing time in the US
Figure 2: Daily TV viewing time in a selection of European countries
Figure 3: Segmentation of the TV offer in the US
Figure 4: Viewing share for the top five channels in the big markets , 2000-2006
Figure 5: Drop in prime time viewership in the US, 2000-2006
Figure 6: Breakdown of viewership by time of day in the big markets
Figure 7: Most watched broadcast and cable TV channels in prime time in the US (October 2006 - May 2007)
Figure 8: Growth of personal TV in the US, 2003-2010
Figure 9: Growth of personal TV penetration rates in the major European markets, up to 2012
Figure 10: Growth of media market revenue (excluding radio) in the US (in million EUR)
Figure 11: Growth of media market revenue (excluding radio) in Europe
Figure 12: Breakdown of advertising spending in the US, 1996 vs. 2006
Figure 13: Evolution of the TV distribution chain
Figure 14: Estimated change in Hollywood studio revenue, by segment, 1990 vs. 2000
Figure 15: Breakdown of the leading TV companies' revenue in 2006, by business area
Figure 16: Penetration of TV distribution networks in France
Figure 17: Multiplication of internet video devices
Figure 18: NBC' s prime time schedule for 2007-2008
Figure 19: Example of a Fox prime time schedule in late November 2007
Figure 20: ABC' s prime time schedule for 2007-2008
Figure 21: Structure of channel TF1' s annual programming schedule
Figure 22: Structure of the annual M6 schedule
Figure 23: Breakdown of the ProsiebenSat.1 group' s revenue, by source
Figure 24: ProsiebenSat.1 group structure
Figure 25: Breakdown of ProSiebenSat.1 turnover, by business area
Figure 26: ProSiebenSat.1' s digital services at the end of 2006
Figure 27: Teleporlared portal home page, with links to other Antena 3 group online video services
Figure 28: Content distribution strategy
Figure 29: RTL group' s multiplatform positioning strategy
Figure 30: TV channels' internet business models
Figure 31: TV channels online branding strategies
Figure 32: TV channels' online content strategies
Figure 33: Expansion of TV showing windows
Figure 34: Example of a generalist TV channel' s dependence on advertising: the case of ProSiebenSat.1
Figure 35: Example of an overlay on YouTube and interactive product placement in the series 24