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市場調查報告書
歐洲高畫質數位電視市場
High-definition TV in Europe
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本報告已在2011年07月19日停止出版。
日本、澳洲、加拿大、韓國與美國已開始播放高畫質電視節目，但歐洲市場現在才要開始。歐洲高畫質數位電視市場預測將由2003年的5000家收視家庭數擴展至2008年的480萬家收視家庭數。
專門從事多種市場調查分析之英國調查公司Datamonitor Corporation〈總公司：倫敦〉針對歐洲高畫質數位電視市場相關資料進行調查、分析以及預測後，發行了調查報告書“High-definition TV in Europe”。
本報告書內容包含高畫質數位電視市場上之競爭技術規格與競爭形式分析、以歐洲市場為中心的相關機種檢討以及歐洲市場與先進市場之比較等。內容目錄概述如下。
第一章 摘要
第二章 概要
第三章 市場概要
- 被視為數位電視副產品之高畫質數位電視
- 漸進性信號與組合式信號
- 市場機會
- 高畫質播放技術
- 針對一般消費者設計之電子機器
- 因應複雜的高畫質技術而生之電視市場
- 數位轉換盒
- 未來的高畫質數位電視
- 處在技術尖端的日本
- 新壓縮技術
- STP升級
- MPEG-4 與 WM9
- 電視製造商的大商機
- 有線電視投入市場
- 市場規模與促進開發因子
- 基本手續費價格
- 年金簡略化
- FSA與去極化
- 技術發展
- IFA 商業成本
- 投資者顧慮
- 新興企業
- 競爭環境〈八家公司〉
- 資料
第四章 競爭動向
- 世界開發
- 未來的高畫質數位電視開發計畫
- 投資主與整合商的機會
- 案例研討：Euro1080
- 案例研討：VOOM
第五章 附錄
Overview
Introduction
High-definition television (HDTV) is already being broadcast in Japan, Australia, Canada, South Korea and the US, and now it is coming to Europe. This report analyzes the nascent, but developing market in Europe. It investigates the competing technologies currently in the marketplace, assesses developments in other markets and forecasts the size of the European HDTV market.
Scope
- The report analyzes the competing technology standards/formats for high-definition TV and reviews the equipment required by the consumer.
- It focuses upon Europe (with individual country forecasts for 14 markets), while drawing examples from the more developed US market.
Report Highlights
Datamonitor believes that HDTV will penetrate some 4.8 million European households by the end of 2008 - up from 50,000 in 2003. Although the consumer market will develop slowly, due to the high price of consumer equipment, broadcasters/producers should prepare and must begin to substantially upgrade their equipment and infrastructure from today.
Reasons to Purchase
- Gain an insight into the nascent, but developing, market of HDTV in Europe. Learn about the technologies involved and the issues still to be resolved.
- Learn which markets, by platform or country, will develop first in Europe and why.
Table of Contents
CHAPTER 1 EXECUTIVE SUMMARY
- Introduction
- Market context
- 720p versus 1080i
- The complicated consumer equipment market
- Next generation of compression: MPEG-4 versus WM9
- Why is this market developing now?
- How can the momentum be maintained?
- Competitive dynamics
- Satellite network first
- Cathode ray tube televisions to dominate
- Germany, the UK and France to lead the growth
- Vendor opportunities abound
- Summary: unstoppable momentum
CHAPTER 2 INTRODUCTION
- What is this report about?
- Who is the target reader?
- How to use this report
CHAPTER 3 MARKET CONTEXT
- Introduction
- Key findings
- High-definition TV: a subset of digital TV
- TThe HD standards: 720p and 1080i
- Signals: progressive versus interlaced
- The new boy set to rule the roost?
- HD broadcast technology: from studio to the TV
- Capacity limitations lead to quality reduction
- But at what cost?
- Consumer electronics equipment
- The complicated HD-capable TV market
- Commercial market vs consumer market
- Flat-panel only?
- Not cheap
- SET-TOP BOXES
- Slightly more complex than just adding an HD tuner
- PVR: more than just a larger hard disk
- European pricing
- HD tomorrow: super-size my TV
- Why not 1080p?
- Japanese maintain their technical lead
- New compression technology
- A new STB upgrade cycle
- MPEG-4 vs WM9
- MPEG-4 to win
- Europe to lead the world into MPEG-4
- WM9 to find success on smaller platforms
- Why today, not last year or next year or the year after?
- Massive opportunity for TV manufacturers
- Why buy a TV if there is nothing to watch?
- Cable returns to the fight
- Satellite operator industry picks itself up off the floor
- But what is required to maintain the momentum?
CHAPTER 4 COMPETITIVE DYNAMICS
- Introduction
- Key findings
- Worldwide developments
- Japan
- United States
- Australia
- Europe
- Future HDTV plans announced
- Plans paint European deployment map
- On all networks, but satellite first
- Terrestrial to skip SD and go straight to HD?
- Market forecast
- TV market biased towards cheaper CRTs
- Subscriber growth rocket fuel or a defensive strategy?
- Vendor/integrator opportunities
- Satellite opportunities first and foremost
- Terrestrial a non-starter, except for the broadcasters
- MPEG-4, with an increasing focus on 720p
- Hardware equipment needed today
- Storage vendors facing large short-term opportunity
- Demand for equipment, integrators and installers
- Case study: Euro1080
- Limited beginnings
- Substantial targets
- The end-game
- Case study: VOOM
- Planning to compete head-on
- But a slow start
- An uncertain future
- Picked off further down the road
CHAPTER 5 APPENDIX
- HDTV forecasts by country
- Glossary/Definitions
- Future readings
- 2003 reports
- 2004 reports
- SPP writing team
- How to contact experts in your industry
List of Tables
- Table 1: Popular TV formats
- Table 2: The most common HDTV display formats
- Table 3: Comparison: MPEG-4 vs Windows Media 9
- Table 4: Average selling prices of European consumer HD equipment
- Table 5: Deployment speeds of recent TV-centric new technologies
- Table 6: Forecast of European HDTV household penetration
- Table 7: HDTV market development comparison
- Table 8: HDTV household forecast by country
- Table 9: SWOT analysis: Euro1080
- Table 10: Detailed HDTV forecast for Austria, 2003-08
- Table 11: Detailed HDTV forecast for Belgium, 2003-08
- Table 12: Detailed HDTV forecast for Denmark, 2003-08
- Table 13: Detailed HDTV forecast for Finland, 2003-08
- Table 14: Detailed HDTV forecast for France, 2003-08
- Table 15: Detailed HDTV forecast for Germany, 2003-08
- Table 16: Detailed HDTV forecast for Italy, 2003-08
- Table 17: Detailed HDTV forecast for the Netherlands, 2003-08
- Table 18: Detailed HDTV forecast for Norway, 2003-08
- Table 19: Detailed HDTV forecast for Portugal, 2003-08
- Table 20: Detailed HDTV forecast for Spain, 2003-08
- Table 21: Detailed HDTV forecast for Sweden, 2003-08
- Table 22: Detailed HDTV forecast for Switzerland, 2003-08
- Table 23: Detailed HDTV forecast for the UK, 2003-08
List of Figures
- Figure 1: Forecast of European HDTV household penetration, 2003-08
- Figure 2: Pioneer HDTV (PDP-434HDE) plasma screen: 1024x768 pixels
- Figure 3: EchoStar's HD-PVR: the DISH Player DVR 921
- Figure 4: Average price of an HDTV relative to average gross income
- Figure 5: Forecast of European HDTV household penetration
- Figure 6: HDTV market development comparison
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