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.