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Australia - Broadcasting and Pay TV--ChinaCCM adds new report
[March 09, 2009]

Australia - Broadcasting and Pay TV--ChinaCCM adds new report


Published: March 2009 Price (USD): $895 /single user PDF license Introduction For those needing high level strategic information and objective analysis of Australia's FTA TV, Digital TV, Pay TV and radio markets in Australia, this report provides essential reading and gives in-depth information on: *Revenue and subscriber statistics; *Analyses of market and industry trends and developments; *Regulatory and government policy developments; *Overviews of key market segments including: Personal Video Recorders, digital radio, Interactive TV, Set Top Boxes, podcasting and datacasting; *Overviews of major players in the market including: Foxtel, Austar and the FTA networks.



Report Summary This annual publication 'Australia-Broadcasting and Pay TV' profiles key market sectors in Australia's free-to-air TV, digital TV, pay TV and radio markets. It provides revenue and subscriber statistics as well comprehensive market overviews in areas such as targeted advertising, personal video recorders, digital radio, Interactive TV, set-top boxes, podcasting and datacasting.

The report reveals that although the dominance of FTA television as a mass communication medium has been unsurpassed for many decades, the industry is now facing challenges from a number of fronts as incumbent broadcasters cling to their lucrative oligopolies. Digital FTA TV has been held up in a vicious cycle since it was launched in 2001. Digital content, beyond simply offering better picture qualities, has not driven uptake of digital TV.


Crucial changes are likely to occur with respect to the advertising model employed by FTA and pay TV firms as consumers shift to digital viewing standards. In future, digital services will enable FTA and pay TV to utilise targeted advertising in a similar manner to web based content delivered to PC's and increasingly, mobile phones. Firms within the industry entertain hopeful prospects of increased revenue per viewer from advertisers. However technical, legal and regulatory impediments remain, delaying the delivery of targeted advertising via FTA and pay TV channels, while telecommunications providers and other new media players continue to prepare their targeted advertising based services.

FTA and pay TV organisations have close relationships with professional content producers which many web based video providers, such as YouTube (News - Alert), often lack. FTA and pay TV providers have mostly been unwilling to make their content available via the web as the quality of service was deemed unacceptable. However now that broadband with sufficient bandwidth is available to a substantial portion of their viewing audience, FTA and pay TV providers can deliver a quality video experience. This could see these organisations gain significant market share in the IPTV arena in 2009/10.

Changes to media ownership and broadcasting regulations in Australia have lead to further consolidation of radio operators and increased cross-media ownership. Competition from within and outside the industry, which is already strong, is predicted to increase while trading conditions are likely to be difficult.

After decades of delays, digital radio has been introduced in Australia. It seems however that the radio innovations for the foreseeable future will come from the Internet and other new media developments rather than from the radio broadcasting industry.

Key highlights: Free-to-air TV *Marketing and media buyers are increasingly turning to alternative media, such as through Internet and mobile channels in order to reach consumers. The Internet will become increasingly entertainment-based as broadband penetration is predicted to continue to rise steadily over next few years.

*Consumers will be demanding a richer and more extensive online experience through services such as video-based entertainment.

*The FTA networks are expected to see intense competition for viewers and advertising in 2009 under difficult trading conditions and beyond, which will impact on margins should organisations be forced to put more money into programming and marketing. For more information, see chapter 2.1, page 1.

*TV stations will be forced to market themselves more aggressively due to threats from the new media sector. Broadcasting¡¯s ad revenues are already gradually being squeezed due to falling audiences and rising costs.

Digital TV *By 2009, the move towards flat panel TVs had further accelerated with CRT TVs only constituting a very small proportion of TV sales as the price of the smaller screen LCD TVs and standard definition plasmas had dropped further. This trend will continue to accelerate through to 2010 as CRT televisions should by that time be totally phased out by retailers. For more information, see chapter 3.1, page 1.

*Household penetration of digital TVs (including STBs, PVRs and integrated digital TV sets), is predicted to rise from 37% in 2008 and 51% by 2009 *Pay TV DVRs currently dominate the DVR market, with proprietary FTA based recorders (mainly TiVo (News - Alert) recorders) taking only a small slice of the market. Of the pay TV market, the Foxtel iQ recorder holds the vast majority.

* We predict that the launch of Seven's TiVo recorder will lift the numbers of current FTA PVRs, but not to level significant enough to break out of its niche product status, or to be of any sort of threat to the pay TV PVR model. For more information, see chapter 3.9.4.2, page 1.

Pay TV * Early indicators show that digitalisation of the service alone has not made a huge difference to pay TV. People continue to look for good content, and in principle, the more channels the better, plus reasonable prices.

* By 2008 pay TV penetration had only reached 28%, and growth is expected to continue to increase modestly to around 30% by 2010 and 34% by 2012. However this still falls well short of most other developed nations.

* While it is still not impossible for pay TV penetration to reach the 40% penetration mark, this can only reached if pay TV companies offer more attractive price packages, or include competitively priced broadband.

* Pay TV revenue growth of 17% was recorded in 2008 and we expect growth to remain reasonably strong in 2009, with a slight drop to around 14%. For more information, see 4.7.3, page 1.

From 2007 the cost structure of the industry became more sustainable and the industry became broadly profitable. This trend continued in 2008, and is set to continue in 2009, though should Australia experience recessionary conditions, this may temper growth. Despite this, competition from web based media is set to intensify.

Radio * Although its advertising base is growing, the radio market is losing share to other media sectors such as TV. FM radio is expected to experience competition among the youth market segment as consumers continue to migrate to web based media and personal music devices. The launch of digital radio in January 2009, is expected to cost the radio sector about $400 million. For more information, see chapter 5.7.2.2, page 1.

* Rather than looking at it as essential infrastructure technology, which would allow radio broadcasters to run their networks more efficiently and effectively, the industry has concentrated on finding exclusive services that they could offer over this network.

Data in this report is the latest available at the time of preparation and may not be for the current year.

The following notes provide some background to our scenario forecasting methodology: * This report includes what we term scenario forecasts. By describing long-range scenarios we identify a band within which we expect market growth to occur. The associated text describes what we see as the most likely growth trend within this band.

* The projections shown in the tables in this report are based on our own historical information, as well as on telecommunication sector statistics from official and non-official, national and international sources. We assume a possible deviation of 15-20% around this data.

* All statistics for GDP, revenue, etc are shown in US$, in order to maintain consistency within and between markets. At the same time we acknowledge that this can introduce some irregularities.

For those needing high level strategic information and objective analysis of Australia's FTA TV, Digital TV, Pay TV and radio markets in Australia, this report provides essential reading and gives in-depth information on: *Revenue and subscriber statistics; *Analyses of market and industry trends and developments; *Regulatory and government policy developments; *Overviews of key market segments including: Personal Video Recorders, digital radio, Interactive TV, Set Top Boxes, podcasting and datacasting; *Overviews of major players in the market including: Foxtel, Austar and the FTA networks.

Report Outline 1. OVERVIEW AND ANALYSIS 1 1.1 Free-to-air TV 1 1.1.1 Market overview and trends 1.1.2 FTA broadcasters 1.1.3 ABC's iView 1.2 Digital TV 1 1.2.1 Market trends 1.2.2 Digital Video Recorders (DVRs) 1.2.3 Interactive TV, Set-top Boxes & Electronic Program Guides 1.2.4 Datacasting 1.3 Pay TV 1 1.3.1 Subscriber statistics and analysis 1.3.2 Revenue statistics 1.4 Radio 1 1.4.1 Market trends 1.4.2 Market statistics 1.4.3 Digital radio 2. FREE-TO-AIR TV 1 2.1 Market trends and analysis 1 2.1.1 FTA industry faces increasing challenges 2.1.1.1 Broadcasters move to utilise Internet and new media channels 2.1.1.2 Seven Network's digital strategy 2.1.1.3 Changes to media laws 2.1.2 Social networking isn't diminishing TV viewing patterns 2.2 Market statistics and revenue 1 2.2.1 Introduction 2.2.2 TV viewing statistics 2.2.2.1 2008 2.2.2.2 2007 2.2.3 Advertising market statistics 2.2.3.1 2008 2.2.3.2 2007 2.2.4 Four-year predictions to 2012 2.3 Film spending and production 1 2.4 Financial overviews 1 2.4.1 Financial trends in the commercial television industry 2.4.1.1 Overview 2.4.1.2 Revenue highlights 2.4.1.3 Expenditure highlights 2.4.1.4 Profitability highlights 2.4.2 Commercial TV 2.4.2.1 Programming spending 2.4.3 Historical revenues 2.4.3.1 Commercial TV 2.4.3.2 Licence fees 2.4.3.3 Rebates for the regions 2.5 Free-to-Air TV broadcasters market overview 1 2.6 National broadcasters 1 2.6.1 Public broadcasters 2.6.1.1 ABC 2.6.1.1.1 ABC divisions 2.6.1.1.1.1 Television 2.6.1.1.1.2 Radio 2.6.1.1.1.3 Online and emerging platforms 2.6.1.1.1.4 Commercial enterprises 2.6.1.1.1.5 International broadcasting 2.6.1.1.2 Transmission 2.6.1.1.3 ABC market usage statistics 2.6.1.1.3.1 ABC1 and ABC2 2.6.1.1.3.2 ABC Online 2.6.1.2 SBS 2.6.1.2.1 Overview 2.6.1.2.2 Transmission 2.6.2 Commercial networks 2.6.2.1 Nine Network 2.6.2.2 Seven Network 2.6.2.2.1 Joint partnership with Yahoo! 2.6.2.3 Network TEN 2.7 Regional broadcasting 1 2.7.1 Commercial television broadcasting licences 2.7.2 Regional licence area plans 2.7.3 Television aggregation 2.7.4 Major players 2.7.4.1 NBN Television 2.7.4.2 Prime Television 2.7.4.2.1 Strategy 2.7.4.2.2 Stake acquired in TransACT 2.7.4.2.3 Digital media strategy 2.7.4.3 Southern Cross Broadcasting (SCB) 2.7.4.4 WIN Television 2.8 Community television broadcasting services 1 2.9 Indigenous broadcasters 1 2.9.1 Imparja Television 2.9.2 National Indigenous Television Service (NITV) 2.9.3 Warlpiri Media Association, Yuendumu, Western Desert 2.9.4 Ernabella, north western South Australia 2.9.5 Radio 4aaa Murri Country, Brisbane 3. DIGITAL TV 1 3.1 Market trends and developments 1 3.1.1 Digital television-slow but steady growth 3.1.2 Seven and Ten's digital FTA HD channels 3.1.3 Market trends on new digital channels 3.1.4 Freeview 3.2 Market analysis 1 3.2.1 Digital TV switchover in 2013 will prove challenging 3.3 Market statistics and forecasts 1 3.3.1 Statistics 3.3.1.1 Digital TVs sold 3.3.1.2 Household penetration 3.3.1.3 High Definition TV Benchmark Report 3.4 Market surveys 1 3.4.1 Canon (News - Alert) Digital Lifestyle Index survey 3.4.1.1 Summary 3.4.1.2 Plasma TVs sales statistics 3.4.1.3 LCD TVs sales statistics 3.4.2 The connected home 3.4.2.1 Introduction 3.4.2.2 Consumer device ownership 3.4.2.3 Consumer device purchasing patterns 3.4.2.4 The digital home 3.4.3 ACMA¡¯s Digital Television in Australian Homes report 3.4.3.1 Introduction 3.4.3.2 Key user statistics 3.4.3.3 Drivers of adoption 3.5 Market analysis 1 3.5.1 Are we backing the wrong horse with HD? 3.5.2 Patchy digital TV reception-yet another stumbling block 3.6 Regional overview of broadcasters 1 3.7 Government digital strategy plans 1 3.7.1 Digital TV regional switchover timetable 3.7.2 Governmen's digital TV strategy 2008 3.7.3 Government's digital action plan 2006 3.7.4 Broadcasting Legislation (Digital Television Switchover) Bill 2008 3.8 Technological environment 1 3.8.1 Digital TV standards 3.8.2 Single Frequency Network options for digital TV 3.9 DVRs 1 3.9.1 Introduction 3.9.1.1 Technical description 3.9.1.2 Functional overview 3.9.1.3 Global developments 3.9.1.4 Electronic Program Guides (EPGs) 3.9.1.4.1 Introduction 3.9.1.5 Home media centres 3.9.2 Subscriber statistics and forecasts 3.9.3 Market analysis 3.9.3.1 PVRs are not taking off 3.9.3.2 DVR and advertising 3.9.4 Free-to-air DVRs 3.9.4.1 Overview 3.9.4.2 Seven's My TiVo 3.9.4.2.1 Overview 3.9.4.2.2 Potential services 3.9.4.2.3 Analysis 3.9.5 DVR analysis 3.9.6 Pay TV DVRs 3.9.6.1 Foxtel¡¯s iQ recorder 3.9.6.1.1.1 Launch of iQ2 HD+ recorder 3.9.6.2 Austar 3.9.6.3 TiVo 3.9.6.3.1 Global overview 3.9.6.3.2 TiVo struggling 3.9.6.4 IceTV 3.9.7 Television advertising 3.10 Interactive TV 1 3.10.1 Market overview 3.10.1.1 Soon to be overtaken by broadband 3.10.1.2 New services and new market opportunities 3.10.1.3 Video broadband (IPTV) 3.10.1.4 Standards needed 3.10.1.5 Regulations 3.10.2 Definitions 3.10.2.1 Interact with TV 3.10.3 The future of VoD-analysis 3.10.4 iTV analysis 3.10.4.1 iTV 35 years on 3.10.4.2 Broadcasting versus broadband platforms 3.10.4.3 Permission-based digital TV advertising 3.11 Set-top boxes 1 3.11.1 Market overview by sector 3.11.1.1 Set-top box definition 3.11.1.2 Free-to-air digital TV 3.11.1.3 Pay TV 3.11.2 Analysis 3.11.2.1 How to kill the VoD market 3.11.3 Market and regulatory developments 3.11.3.1 Foxtel closes digital access deal for STBs with ACCC 3.11.3.1.1 ACCC rejects Foxtel's special access undertaking for digital set top unit service 3.12 Electronic Program Guides (EPGs) 1 3.12.1 Introduction 3.12.2 The EPG market 3.12.2.1 Overview 3.12.2.2 EPGs to be made freely available 3.12.2.3 EPGs essential for success of DVRs 3.12.2.4 Mixing pot of industries 3.12.2.5 New business models for EPG 3.12.2.6 Competition 3.12.3 Key players 3.12.3.1 Foxtel Online Guide 3.12.3.2 IceTV 3.13 Datacasting overview and analysis 1 3.13.1 Regulatory framework 3.13.1.1 Prohibited content 3.13.1.2 Permitted content 3.13.1.3 Datacasting licences 3.13.1.4 Datacasting transmitter licences 3.13.2 Government digital media reforms 3.13.2.1 Initial government discussion paper 3.13.2.2 TV Channels A and B for digital services 3.13.3 Other market developments 3.13.3.1 Southern Cross Broadcasting datacasting service 4. PAY TV 1 4.1 Market overview 1 4.2 Market statistics 1 4.2.1 Subscriber statistics 4.2.2 Telstra (News - Alert) bundled pay TV services-2008 4.2.3 Consumer penetration statistics 4.2.4 Pay TV viewing statistics 4.2.5 Historical statistics 4.3 Penetration analysis 1 4.4 Forecasts-pay TV penetration to 2011 1 4.4.1 Scenario 1-lower pay TV subscriber growth 4.4.2 Scenario 2-higher pay TV subscriber growth 4.5 Major players-overview and major developments 1 4.5.1 Market overview 4.5.1.1 New Audience (News - Alert) ratings system 4.5.2 Foxtel 4.5.3 Optus 4.5.4 Austar 4.5.5 SelecTV 4.6 Market analysis 1 4.6.1 Expensive pay TV vulnerable to economic downturn 4.7 Revenue statistics 1 4.7.1 Revenues 4.7.2 Advertising revenue 4.7.3 Revenue analysis 4.7.4 Pay TV now on a solid profitable basis 4.8 ARPU statistics 1 4.9 Churn statistics 1 4.10 Infrastructure statistics 1 4.10.1 Availability 4.10.2 Infrastructure costings 5. RADIO 1 5.1 Overview and statistics 1 5.2 Market overview 1 5.2.1 AM versus FM 5.2.2 Market trends 5.2.2.1 Overview 5.2.2.2 Radio must convert to multiple formats 5.2.3 Radio Usage statistics 5.2.4 2007 statistics 5.2.5 Advertising statistics 5.2.6 Number of radio licences 5.2.7 PwC report-2007 5.2.8 Market statistics-2006 5.3 Market surveys 1 5.3.1 CRA survey on AM radio 5.4 Financial statistics 1 5.5 Major players 1 5.5.1 Overview 5.5.2 ABC 5.5.2.1 Market statistics 5.5.3 SBS Radio 5.5.4 Austereo Group 5.5.4.1 Multimedia strategy 5.5.5 Australian Radio Network (ARN) 5.5.6 Fairfax Media/Southern Cross Broadcasting (SBC) 5.5.6.1 Fairfax's strategy 5.5.7 Mytalk 5.5.8 DMG radio Australia (DMG) 5.5.9 Macquarie Radio Network (MRN) 5.5.9.1 Partnership with Optus for streamed-audio content 5.5.10 Macquarie Regional Radioworks (MRR) 5.6 Digital media developments 1 5.6.1 Podcasting and Vodcasting 5.6.1.1 Overview and definition 5.6.1.2 Market trends 5.6.1.3 Podcasting/vodcasting providers 5.7 Digital radio 1 5.7.1 Market overview 5.7.1.1 Introduction 5.7.1.2 Market update 5.7.1.3 Digital radio will face a difficult launch in 2009 5.7.1.4 Regulatory developments 5.7.1.5 Extension of digital radio trials 5.7.1.6 Agreement on new DAB standard 5.7.1.7 Broadcasters prepare for digital rollout ¨C early 2006 5.7.1.8 Government prepares for digital radio launch in 2009 5.7.1.9 Australian CRA digital radio trials in 2006/07 5.7.1.10 Overseas developments 5.7.2 Market analysis 5.7.2.1 Analysis in early 2008 5.7.2.2 2009 launch of digital could be overshadowed by new technologies 5.7.3 Market surveys 5.7.3.1 2007 survey 5.7.3.2 2006 study on consumer interest in digital radio 5.7.4 Development path of digital radio 5.7.5 Features and benefits of digital radio 5.7.5.1 Reception quality 5.7.5.2 Features-text, images and data 5.7.5.3 Music downloading 5.7.5.4 Greater programming capacity 5.7.5.5 Traffic information 5.7.5.6 Advertising 5.7.5.7 Pay radio 5.7.5.8 Recent Australian developments 5.7.5.8.1 Real time traffic information 5.7.6 New and alternate delivery channels 5.7.6.1 Visual Radio 5.7.6.2 Satellite digital radio 5.7.6.3 Internet radio 5.7.6.3.1 Gaming via Internet radio 5.7.7 Technologies 5.7.7.1 Digital Radio Mondiale (DRM) 5.7.7.2 DVB-Tsb 5.7.7.3 Eureka 147 5.7.7.4 In Band on Channel (IBOC) 5.7.7.5 ISDB-t 6. GLOSSARY OF ABBREVIATIONS 1 Read more: http://www.chinaccm.com/4S/4S16/4S1601/news/20090309/105617.asp

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