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Published: April 2010
114 Pages
Author: Alan Quayle
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Overview
Hybrid TV is the use of a broadcast and IP connection for the delivery of a TV service. Hybrid TV is not new; in 2008 the majority of IPTV STBs (Set Top Box) shipping in Europe had digital terrestrial TV (DTT) tuners in addition to an IP connection. However, for many the shift to hybrid TV has been a quiet revolution. Especially given two of the telco industry's most successful TV deployments, Verizon FiOS (2.9M customers in Q4 2009) and Orange TV (2.1M customers in 2009), are both hybrid TV. The whole of the payTV industry is now taking notice of what this means.
This report brings together work performed on hybrid TV over the passed
year through over 200 operator and supplier interviews and online questionnaires,
gathering information on deployment experiences, market requirements, competitive
landscape, and technology trends.
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Report Structure:
This 114 page report including 57 figures examines the current status of hybrid
TV and Over The Top (OTT) TV with the following sections:
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Introduction: providing definitions and a brief global round up of
hybrid TV activities including standardization.
-
Understanding the TV ecosystem: an important section for all readers
from the telco industry. Neither IPTV nor hybrid TV can be treated as an
isolated industry; they're the delivery pipes for the much larger, complex and
well established TV industry.
-
Deployments and learning: reviewing hybrid TV deployments and the
lessons learnt.
-
Drivers for and business case of hybrid TV: based on market research
in understanding why operators are moving to hybrid TV.
-
Interactive services and STB (Set Top Box) applications:
understanding an important category of services enabled by hybrid TV.
-
OTT market status: examining this complex and rapidly changing
Internet TV market.
-
Hybrid TV suppliers: reviewing both solution providers and STB
suppliers.
-
Operator rankings and requirements: based on market research of
operators' perceptions of suppliers and their requirements for hybrid TV
solutions.
-
Future of hybrid TV and recommendations for members of the
ecosystem.
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Key Report Findings:
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The Telco TV (IPTV) market, though growing, remains less than 10% of
the total payTV market through to 2013. However, as cable, terrestrial and
satellite providers examine interactive TV options, they will likely go hybrid.
-
The payTV market is predicted to reach 575M subscribers in 2012,
compared to telco IPTV of 45M subs, so the addressable market for hybrid TV is
potentially vast, hence why it needs to be on the agenda of all telco / TV
suppliers.
-
Currently HbbTV has the industry's attention, which is CE-HTML
based. Its supporters claim DVB MHP/GEM had its chance; technology and
customers' expectations have moved on. Operators appear more circumspect, given
the operational headaches in deploying the latest technology. We're likely to
see the CE (Consumer Electronics) manufacturer's take the lead, if it works
reliably at scale, and customers enjoy the experience operators will likely
follow.
-
PayTV providers' strength today comes from their network, the hours
customers spend watching TV over their networks, and an established and
sophisticated business model. So the skill comes in ensuring they remain the
content owner's best path to cash from the customer. Hence ensuring continued
high levels of consumption and leveraging their networks is required.
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Target Audience:
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PayTV operators (telcos, cable operators, satellite TV, and
terrestrial TV) providing insight into the factors behind hybrid TV's success,
and recommendations in retaining value in the evolution of the TV
industry
-
PayTV and telco equipment providers: understanding the emerging
hybrid TV opportunity and operators' requirements
-
STB application developers: helping understand where to focus in
building STB applications
-
Investors: where the investment opportunities reside in the emerging
hybrid TV landscape
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Companies in Report
IPTV Operators / Cable TV / Satellite TV
AT&T
Belgacom
Bell Canada
BT
CANAL+
Charter Cable
China Telecom
Comcast
COMHEM
DEUTSCHE TELEKOM
DirecTV
DISH
FASTWEB
Fastweb
Foxtel
Getcable
HANSENET
INUK
JAZZTEL
Korean Telecom
KPN
Monaco Telecom
Neuf Cegetel
Numericable
O2
On Telecom
ORANGE / FRANCE TELECOM
OTE
PCCW
RCN
SaskTel
SK Broadband
SkyLife
SogeTel
SureWest
Swisscom
TCom
Tele+
TELECOM ITALIA
TELECOM NEW ZEALAND
TELECOM PORTUGAL
TELEFONICA
Telia
Telia Stofa
Telus
Time Warner Cable
TNO
UPC
VERIZON
Virgin Media
STB Manufacturers
ADB
Amino Communications
Cisco / Scientific Atlanta
Dasan
Entone
Huawei
Motorola
Move Networks (Inuk)
Netgem
Pace
Pirelli
Sigma Designs
Technicolor (previously known as Thomson SA)
Yuxing
NEPs / IPTV Suppliers
ALACTEL LUCENT
Arris
Bitband
Cascade
CISCO
Concurrent
ECI
ERICSSON
ESPIAL
Fujitsu
Harmonic
HUAWEI
KUDELSKI GROUP: HYBRID TV SOLUTION THOUGHT LEADERSHIP
MOTOROLA
NEC
NSN
Onewave
Optibase
Orca
Philips
Quative
Sagem
Samsung
Seachange
Sumitomo
TECHNICOLOR (PREVIOUSLY KNOWN AS THOMSON SA)
UT STARCOM
Verimatrix
Widevine
ZTE
OTT / Stores
4OD (CHANNEL 4 ON DEMAND)
Amazon OnDemand
Apple
Babelgum
BBC IPLAYER
Bebo
Blinkx
BOXEE
Current
DEMAND FIVE
Facebook
Google
HULU
INUK
iTunes
ITV PLAYER
Joost
Microsoft
MySpace
Netflix
Nokia Ovi
SKY PLAYER
Sony Store
Veoh
Yahoo!
YouTube
Zattoo
Consumer Electronics Manufacturers
INTERNET TV AND BRINGING IT BACK TO THE TV
LG
MINIWEB
PANASONIC
PHILIPS ELECTRONICS
SAMSUNG
SHARP
SONY
TIVO
TOSHIBA
WALMART / VUDU
WINDOWS MEDIA EXTENDER
Media / Content Companies
ABC, ESPN, Marvel Comics;
Audi TV
BSkyB, DirecTV, FoxTel and SkyItalia;
BudTV
Disney
ESPN
Honda
Kate Modern
NBC Universal
NBC, Bravo, SciFi, IV1 (Australia), History Channel;
News Corporation
Paramount Pictures, CBS, MTV, and Comedy Central.
Setanta
SkySports
Sofia's Diary
Sony Pictures
Time Warner
Time Warner Cable, CNN;
Viacom
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Table of Contents
- FORWARD
- Executive Summary
- Brief Hybrid TV Geographic Market review
- EMEA
- Americas
- Asia Pacific
- Key Learning From Hybrid TV Deployments
- Telco Challenges in the TV Ecosystem
- Impact of Technology across the TV Ecosystem
- Future Scenarios
- OTT and Internet TV
- Recommendations For PayTV Providers
- Recommendations For IPTV / Hybrid TV Suppliers
- Recommendation for STB Application Developers
- Recommendations for Investors
- Introduction and Background
- Introduction
- DefinitionS
- Why Hybrid TV is Exciting from a Supplier’s Perspective
- Hybrid TV Standardization Activities
- The Hybrid STB
- Brief Hybrid TV Geographic Market review
- EMEA
- Americas
- Asia Pacific
- Understanding the TV Ecosystem
- Producers / Distributors and Studios
- Broadcasters
- Cable Networks
- Advertisers
- Canoe Ventures
- Advertisers and the Network PVR
- PayTV Providers
- Deal Structures
- Imperfect Competition and the Battle between Networks and PayTV
- Telco Challenges
- Impact of Technology across the Ecosystem
- Future Scenarios
- Hybrid TV and OTT TV Deployments: Telco / Satellite / Cable
- AT&T HomeZone
- Verizon FiOS
- BT Vision
- Orange TV
- Canal+ Le Cube
- Detsche Telekom T-Entertain
- Telecom Portugal Meo
- Telefonica O2 Czech Republic O2TV
- HanseNet AliceTV (Now Telefonica O2)
- FastWeb, Telecom Italia, JazzTel and Telefonica
- ComHem
- Telecom New Zealand and TiVO
- Telecom Italia OTT TV CuboVision
- Learning from Hybrid TV Deployments
- Hybrid TV and OTT TV Business Models
- Drivers for HybridTV
- Broadcaster Partnership?
- Business Model
- Operator Hybrid TV Survey
- Interactive Services and STB Applications / Widgets
- EBIF and Tru2way
- EBIF
- Tru2way
- DVB-MHP (Multimedia Home Platform) and GEM
- WTVML
- CE-HTML
- Other STB APIs
- Verizon Case Study
- Sky UK Case Study
- Interactive Service and Application / Widget Roadmap
- Over The Top Providers
- Over The Top TV Options
- Traditional TV goes online
- Comparing UK OTT providers
- BBC iPlayer
- Sky Player
- ITV Player
- 4oD (Channel 4 on Demand)
- Demand Five
- Project Canvas
- Consumer Electronics Manufacturers
- Sharp
- Toshiba
- Panasonic
- LG
- Windows Media Extender
- Philips Electronics
- Samsung
- Sony
- Internet TV and bringing it back to the TV
- Miniweb
- Boxee
- TiVo
- Walmart / Vudu
- Mapping the Landscape
- Social Networks and TV
- Social TV
- Online TV Networks
- Hulu
- Also RaNs
- Conclusions
- Hybrid TV Vendor Analysis
- Mapping out the Solution Landscape
- Solution Providers (Alphabetical Listing)
- Alactel Lucent
- Cisco
- Ericsson
- Espial
- Huawei
- Kudelski Group: Hybrid TV Solution Thought Leadership
- Motorola
- NSN
- Technicolor (Previously known as Thomson SA)
- UT Starcom
- ZTE
- STB Vendors
- Operator Survey Ranking of Hybrid STB Suppliers
- STB Supplier Review (Alphabetical Order)
- ADB - Advanced Digital Broadcast
- Amino Communications Ltd
- Cisco / Scientific Atlanta
- Dasan
- Entone
- Huawei
- Motorola
- Netgem
- Pace
- Pirelli
- Move Networks (Inuk)
- Sigma Designs
- Technicolor (previously known as Thomson SA)
- Yuxing
- Operator Rankings and Requirements
- Hybrid TV Ranking based on operator SUrvey
- Example Operator Hybrid TV Requirements
- Future of Hybrid TV & Recommendations
- Market Forecasts
- Service Roadmaps
- Recommendations
- Recommendations For PayTV Providers
- Recommendations For IPTV / Hybrid TV Suppliers
- Recommendation for STB Application Developers
- Recommendations for Investors
- Table of Figures
- Figure 1. STB Breakdown by Revenue.
- Figure 2. Example Hybrid TV Deployments: Europe.
- Figure 3. Rating Technology Impact on TV Ecosystem Members.
- Figure 4. Review of Future Scenarios, based on industry interviews.
- Figure 5. Battle Across the TV Landscape.
- Figure 6. Mapping the Hybrid TV Landscape.
- Figure 7. Total Pay TV Market Size (also includes Free Sat and Free Cable)
- Figure 8. Split between Pure and Hybrid TV Subscribers.
- Figure 9. STB Breakdown by Revenue.
- Figure 10. Example Hybrid STBs (Picture sources: ADB, Amino, Pace, Pirelli,
Motorola, Netbox, Thomson, Yuxing, Sagem, Entone, Telsey)
- Figure 11. Example Hybrid TV Deployments: Europe.
- Figure 12. TV Ecosystem..
- Figure 13. Change in Ad Spending in US (source Nielsen)
- Figure 14. Advertising Value Chain.
- Figure 15. Trend in PayTV Subscription and Advertising Revenues.
- Figure 16. Global Growth in PayTV..
- Figure 17. Examples of Deal Structures in the Value Chain.
- Figure 18. Rating Technology Impact on TV Ecosystem Members.
- Figure 19. Review of Future Scenarios, based on industry interviews.
- Figure 20. Verizon FiOS Architecture and Migration Plan (source Verizon)
- Figure 21. Verizon FiOS Customer Numbers (source Verizon)
- Figure 22. How OrangeTV Delivers on Service Ubiquity (source Orange)
- Figure 23. Simplifying the Purchase decision - Regardless the customer will
get OrangeTV (source Orange)
- Figure 24. Orange TV Subscribers (source France Telecom)
- Figure 25. CanalSat Proposition (source CanalSat)
- Figure 26. What are your drivers for Hybrid TV?.
- Figure 27. What are the Barriers to hybrid TV?.
- Figure 28. Applicability of Hybrid TV..
- Figure 29. Simplified EBIF Architecture.
- Figure 30. Verizon’s STB interactive Technologies.
- Figure 31. Verizon Architecture.
- Figure 32. Verizon Widget Bazaar and Twitter Widget (source Verizon)
- Figure 33. Example of WTVML Page.
- Figure 34. SkyNet Overview..
- Figure 35. Plurality of OTT Options.
- Figure 36. Trends in the Evolution of TV..
- Figure 37. TV Landscape.
- Figure 38. BBC iPlayer Demographics (source BBC)
- Figure 39. Internet TV’s short History.
- Figure 40. Mapping the InternetTV on the TV Landscape.
- Figure 41. TNO Field Trial (Source TNO)
- Figure 42. TNO Results (source TNO)
- Figure 43. Commercial Opportunities Enabled by Social TV (Source TNO)
- Figure 44. Battle Across the TV Landscape.
- Figure 45. IPTV Solution Landscape.
- Figure 46. Ericsson’s TV Markets (source Ericsson)
- Figure 47. Ericsson TV Ecosystem (source Ericsson)
- Figure 48. List of Sample Espial Customers.
- Figure 49. Espial’s Product Portfolio.
- Figure 50. End-Point Security Across hybrid TV (source Kudelski Group)
- Figure 51. Motorola IPTV Solution (Source Motorola)
- Figure 52. Technicolor SmartVision hybrid TV Solution (Source Technicolor)
- Figure 53. Please rate these vendors on Hybrid TV Capability.
- Figure 54. Operator Ranking of hybrid TV Solutions.
- Figure 55. Hybrid TV Solution Architecture.
- Figure 56. Market Estimate of TV Subscriber Growth between pure-play and
Hybrid Subscribers.
- Figure 57. Data Table for TV Subscriber Growth.
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