Consumer connection is driver for IPTV market

The ability to provide direct feedback to advertisers makes IPTV a compelling platform according to a new report on the IPTV market (PDF download).

The management consultant claims that consumers are confused by definitions of IPTV and says that the most viable strategy is most likely to a hybrid approach made-up of delivery over platforms such as digital terrestrial, satellite or cable and broadband.

Technology aside, operators need to focus on a marketing led solution with advertising and content critical to success according to the 24-page report titled ‘Show me the money’.

The report cautions that this requires thinking beyond premium content and exploitation of the long tail. Ultimately it claims that the opportunity to provide a proactive feedback mechanism to advertisers will drive new commercial models.

France dominates IPTV

France is the vanguard of IPTV in Europe according to a research report from Informa Telecoms & Media (via VNU) with more than 10 times as many subscribers than second-placed Spain. Europe hit 7.9 million IPTV subscribers in 2007, with France making up more than 75 per cent of this total, where France Telecom, Free, Neuf and Telecom Italia have attracted more than 5 million customers.

ANT at IPTV

The ANT team will be demonstrating its new Intelligent User Interface
(UI) design at IPTV World Forum at Olympia, London kicking off tomorrow, and running through to Friday.

At the core of this new UI is a function that builds a profile of the user behavior based on the viewing habits which can be logged by ANT Galio, ANT's next generation platform for TV delivery. Every remote control key press is processed by ANT Galio meaning this information can be logged and used to help filter the mass of content available.

ANT has also explored how broadcasters can launch bespoke creative advertising and sponsorship initiatives that are not possible through regular broadcast channels.

If you're at the show drop by and see us on stand 163.