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[英文調查報告書]

美國CATV業者的基礎建構策略及切換式視訊的市場預測

CATV Infrastructure: Assessing Strategies & Forecast

商品編碼 : 51273
出版日期 : 2007/03

Price

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此出版品為英文撰寫

Abstract

Large U.S. CATV Operators (MSOs) are developing bandwidth-saving strategies to support new services in 2007 to 2010, as a means to anticipate new competition from Satellite, IPTV (or Telco TV) and Internet Video. Using Digital Simulcast, Switched Video, Statmuxing, G-QAM Usage, Reclaiming Analog Channels, and Node-Size Reduction as part of their arsenals, MSOs have already installed testbeds and trial operations as a means to enhance their operational and revenue-generating capabilities. The new report from MRG, "CATV Infrastructure: Assessing Strategies & Forecast" provides in-depth analysis and unit/revenue forecasts for strategic cap-ex outlays anticipated by US MSOs using these and other strategies.

Table of Contents

1. Executive Summary

  • 1.1 Switched Digital Video Applications
  • 1.2 Switched Video Architecture
  • 1.3 Costs of Deploying Switched Video
  • 1.4 MSO' s Application Priorites for Switched Video
  • 1.5 Switched Video Applied To Targeted Regional And Addressable Advertising
  • 1.6 Business Model of Local Ad Sales
  • 1.7 Switched Video Applied to Long-Tail Content Delivery & HD
  • 1.8 Conclusion - Executive Overview

2. Market Overview and Forecast For Switched Video

  • 2.1 Introduction and Scope of Study
  • 2.2 Switched Video Concept
  • 2.3 Strategies and Options For Extending Bandwidth
    • 2.3.1 Statistical Multiplexing
    • 2.3.2 Digital Simulcasting and Analog Reclaim
    • 2.3.3 Switched Video - As Defined In Earlier Section
    • 2.3.4 Capacity Plant Upgrade
    • 2.3.5 All Analog Migration (Through Set-top Box Upgrades)
  • 2.4 MSO' s Roll-Out Plans And 2006-2008 Market Forecast Of Switched Video
  • 2.5 MSO' s Application Priorities For Switched Video

3. Switched Video Architecture

  • 3.1 Conventional Switched Video Architecture
  • 3.2 VBR-Based Alternate Switched Video Architecture
  • 3.3 Costs Of Switched Video Deployment
    • 3.3.1 Cost Of Deploying Switched Video
  • 3.4 Cost Of All Digital Node Migration Through Set-top Box Replacements
  • 3.5 Equipment Market Forecast For Switched Video - 2006-2008
  • 3.6 Switched Video Vendors

4. Applying Switched Video To Addressable And Regionally Targeted Advertising

  • 4.1 Use Of Switched Video For Regional And Addressable Ads
    • 4.1.1 Definitions - Local Advertising, Regional Targeted Advertising
    • 4.1.2 Local Avail Inventory
    • 4.1.3 Range Of Local Ads
    • 4.1.4 Main Advertisers For Local Avails
  • 4.2 Best TV Programs For Local And Regionally Targeted Inserts (Table Rankings 1-6)
    • 4.2.1 Pros and Cons and Issues of Regional Targeted Advertising
  • 4.3 Addressable (Individualized) Advertising
    • 4.3.1 Definition
  • 4.4 Technology Alternatives To Deliver Addressable Advertising
    • 4.4.1 Switched Video
    • 4.4.2 Flash Memory In Set-top Box
    • 4.4.3 Dedicated Ad Stream And Set-top Box Switching
  • 4.5 Architecture For Addressable Advertising
    • 4.5.1 Usage/Planned Usage Of Addressable Ads Among Cable MSOs
    • 4.5.2 Best TV Programs For Addressable Advertising
    • 4.5.3 Pros And Cons Of Addressable Advertising
  • 4.6 Business Models For Local Advertising
    • 4.6.1 Local Ad Insertion Supply Chain
    • 4.6.2 Sales Models For Selling National/Local Ads
    • 4.6.3 Local Ad Inventory Distribution
    • 4.6.4 Revenue Of Local Ads Per Zone
    • 4.6.5 Impact of Viewer Logs On Ad Placements And Pricing

5. Switched Video Applied To Long-Tail Content Delivery

  • 5.1 Definition
  • 5.2 MSO' s Plans Using Long-Tail Content Delivery
  • 5.3 Types of Long-Tail Content Used Or Considered
  • 5.4 Revenue Perspective Pros And Cons For Long-Tail VOD

6. Conclusions

7. Appendix

  • 7.1 Appendix 1 - Vendor Profiles
    • 7.1.1 Scientific-Atlanta
    • 7.1.2 Tandberg
    • 7.1.3 Harmonic
    • 7.1.4 C-Cor
    • 7.1.5 BigBand
    • 7.1.6 Terayon
    • 7.1.7 RGB
  • 7.2 Appendix 2 - Local Avails By Cable Netowork
  • 7.3 Appendix 3 - Costs Of Node-Splits And Upgrades To Switched Video

Table of Figures

  • Figure 1-1: SDV Architecture - Upgrading a Digital Node to Switched Video
  • Figure 1-2: Costs to Upgrade to Switched Digital Video
  • Figure 2-1: Switched Video Concept
  • Figure 2-2: MSO' s Options and Strategies for Bandwidth Reclamation
  • Figure 3-1: SDV Architecture - Upgrading a Digital Node to Switched Video
  • Figure 3-2: Switched Digital Video Over RGB' s VBR Architecture
  • Figure 3-3: Costs to Upgrade to Switched Digital Video
  • Figure 4-1: Network Topology for Local Advertising
  • Figure 4-2: Configuration of Local and Addressable Advertising
  • Figure 4-3: Addressable Linear Ad Insertion at the Node, Using Switched Digital Video
  • Figure 4-4: Business Model for Regional Ad Insertion

Table of Tables

  • Table 1-1: Switched Video Market Roll-Out Plans by MSO - 2006-2008 % of Subscribers Homes Passed with Switched Video Access
  • Table 2-1: Switched Digital Video Strategy by MSO
  • Table 2-2: Switched Video Market Roll-Out Plans by MSO - 2006-2008 % of Digital Subscribers with Switched Video Access
  • Table 2-3: Priority of Switched Video Applications, By MSOs
  • Table 3-1: Switched Video Equipment Market
  • Table 3-2: Key Differentiators and Pricing of Switched Video Vendors
  • Table 4-1: Top 10 Cable Advertising Vertical Categories
  • Table 4-2: MSO' s Plans for Addressable Advertising
  • Table 4-3: MSO' s Perspectivies on Issues with Addressable Advertising
  • Table 4-4: Advertising Operations of Various MSOs
  • Table 4-5: Sample Ratings of Prime-Time Programs
  • Table 4-6: Worksheet of Ad Revenue Per Zone
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此出版品為英文撰寫

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[英文調查報告書]
美國CATV業者的基礎建構策略及切換式視訊的市場預測
CATV Infrastructure: Assessing Strategies & Forecast

出版商 : Multimedia Research Group, Inc. Multimedia Research Group, Inc.
代理商 : Global Information, Inc. Global Information, Inc.

US $ 1,995 (Hard Copy)
US $ 2,995 (PDF by E-mail (Departmental License))
商品編碼 : 51273

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