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MRG report profiles IPTV content strategies
May 11, 2006
SUNNYVALE, Calif. -- The new Winning IP TV Content Strategies Report 2006 from MRG, Inc. analyzes the step-by-step process of creating differentiated local IPTV (IP TV) services in widely varied global markets. "The markets in Europe and Asia differ considerably from those in the US," states Bob Larribeau, IPTV Program Director for MRG, "because US cable has already built up on-demand and interactive services and 2-way capabilities in most of their networks. This is not true in China, Europe and much of the Rest of the World."
The content strategies for addressing markets dominated by cable and satellite must be stronger than in markets dominated by free-to-air. The report illustrates the kind of success that can be achieved with a strong content offering that does not require forced buy-through common in cable markets. New services such as NPVR, VOD (Video on Demand), and games are important ways that IP TV operators are differentiating themselves from cable and satellite companies; while some operators are providing VOD content in (low cost) linear form as a starter-service to get people used to the new content.
The report also analyzes other advanced services including premium programming in a SVOD (Subscription VOD) format; sports as a means to "prime the market," and tiered and ala-carte services. Internet video (video on the Internet) is also explored as both a competitor and a source of content for IPTV operators, since Yahoo, Google, and others are working to capture the TV market. One positive outcome of this debate is that content providers are awakening to different distribution strategies that should improve the position of IPTV.
Multimedia Research Group (MRG) Inc.
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