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市場調查報告書
歐洲HDTV產業的未來
HDTV in Europe: Ready for take-off?
| 出版商 |
IDATE |
| 出版日期 |
2006年11月 |
商品編碼 |
47074 |
| 內容資訊 |
英文 40 pages |
| 價格 |
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本報告已在2011年11月23日停止出版。
2005年底全球HDTV市場的使用者約有1,400萬戶,其中美國及日本市場佔了約90%的比率。然而一般推測歐洲地區擁有HDTV對應TV的家庭將在2006年底前達到1000萬戶。
歐洲代表性的資訊通信技術公司 IDATE(總公司:法國),調查與分析歐洲HDTV產業的未來,並有系統地出版綜合報告書"HDTV in Europe: Ready for take-off?"。
此報告書使用包括圖表在內的41頁篇幅,除了說明有關美國及日本HDTV發展案例的調查與衛星、IPTV等各種網絡利用的合適性與可能性的分析,也探討裝置及節目製作的現況與課題、營運商的策略分析等。另外也提供HDTV對應家庭數及導入服務種類、歐洲各國導入水準的不均等的預測。此報告書的概略架構如下所示。
第1章 HDTV的現況
第2章 從美國及日本學到的教訓
- 約10%家庭使用HDTV服務
- 透過4種類網絡的HDTV
- FTA(日本)與收費TV(美國)的HDTV
第3章 歐洲的HDTV與網絡
- 衛星網絡的推動力
- 蓄勢待發的IPTV
- 等待2010年類比播放結束的DTT
- 容量上有極限的電纜
- 網頁
第4章 HD提供策略
- 收費TV營運商:ARPU的生成、加入者的勸誘、忠誠度的維持
- 對轉移HD的關心
- 免費HDTV服務平台
第5章 HD可使用的節目
第6章 尚存有不確定因素的HD裝置
第7章 歐洲HDTV的發展展望
- 付費TV的市場推動與免費HDTV
- 歐洲各國導入水準的不均
- HDTV市場的起步
圖表
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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