本報告已在2011年07月19日停止出版。
為了要普及透過電話線路的電視傳播方式
，製作高價的內容、提供獨特的IP動畫內容以及確立使用準則也就顯得格外重要。
另外為了要取得 IPTV VoD 電影播放權，電話公司有必要確切地遵守娛樂產業的規範。
專門從事通訊市場調查，並且提供可靠情報的英國市調公司 Ovum Ltd. （總公司: 倫敦），調查與分析IP電視的商業模式，並有系統地出版綜合報告書 “IPTV business models: Content is still king”。
此報告書在下面的內容裡，除了說明娛樂產業的經濟狀況、美國媒體企業的整合、法律規範的影響，也探討內容執照、IP 電視服務的差別化合作、競爭環境與未來服務發展策略等。
娛樂產業經濟：電影與電視的資金運轉
發行窗口的重要性
美國大規模媒體複合企業的垂直整合
美國法律規範的影響
內容執照與整合
IP電視服務的差別化
- 內容的差別化
- 服務功能的差別化
- 互動電視節目導覽與宣傳
- 整合通訊功能
- 複合加入、租借或購買選擇
競爭環境
服務展開策略
Abstract
The viability of telco IPTV worldwide will be based on the ability of the service providers to
offer consumers a compelling lineup of video services that is priced attractively and sufficiently
differentiated in content and functionalities in order to steal subscribers from cable and/or
satellite companies. As they sail in these uncharted waters, the telcos will have to play by the
rules of an industry whose deal-making culture is completely alien to them. As the industry matures,
IPTV penetration will depend essentially on correct pricing and marketing.
Access to high-value content and the creative presentation and usage rules of IP video content
will fundamentally dictate the success of telco TV. In order to license movie content for IPTV VoD,
the telcos will have to play by the rules of the entertainment industry by offering advances and
guarantees. An adequate legal framework under which to operate will also guarantee stability to the
fledgling services and build a stable foundation for the future, whether by signing regional
franchises or adopting an FCC-defensible "IPTV common carrier" model. In order to quickly
capture market share from cable and satellite, telcos will have to offer parity with current
programming by these incumbents and, additionally, differentiate with exclusive and original
content, flexible programming options at various price points, innovative service features, and IPTV-specific
functionalities. Service pricing and marketing will also be paramount. Ovum believes that the
eventual profitability of IPTV will also depend on attractive pricing of the dual-play bundle of
high-speed Internet access and IPTV or the triple-play version that includes wireline local
telephony. Effective marketing campaigns will focus on bundled cost-savings and on positioning IPTV
as a new way to view favorite shows and movies anytime, anywhere.
Table of Contents
Entertainment industry economics: Movie and TV financing
The significance of release windows
Vertical integration of U.S. media conglomerates
The impact of regulation in the U.S.
- Franchise agreement
- Open Video System status
Content licensing & aggregation
IPTV service differentiation
- Content differentiation
- Differentiating service features and functionalities
- Interactive program guide & interactive advertising
- Integrated communications features
- Multiple subscription, rent, or buy options
The competitive landscape
- The cable industry
- DBS
- Service pricing
Service launch strategies
