After giving birth to the New Economy, the Internet is now shaping yet another phenomenon: the participative economy wherein attracting and keeping attention, obtaining the “15 minutes of fame” that Andy Warhol predicted for all, is becoming a new way to exchange with others.

This new environment to which the TV industry is now having to adapt is the world of Egocasting, centred chiefly around Internet that will end up being characterised by a culture of hyper-personalisation of media consumption, and by mass media’s shrinking prominence in the time we devote to entertainment.

Starting with a detailed look at the way that the online TV and video offer is developing, combined with an in-depth analysis of the tools and technologies paving the way for TV 2.0, this market report will explore the strategies being developed by the market’s players in a bid to strengthen their foothold in this new environment. The report will also analyse the way that “fundamentals” are evolving, i.e. advertising investment trends and the changes expected to be made to current regulations.

Taking account of the conditions shaping the emergence of TV 2.0, by way of a conclusion IDATE offers up possible TV 2.0 development scenarios to help deepen readers’ understanding of the ways that the TV sector is likely to change in the coming years, and to identify the keys to a successful future for television’s traditional players.


TV 2.0 in brief

• TV viewing and Internet browsing patterns
• TV 2.0 technologies and tools
• Emblematic TV 2.0 content and services
• TV 2.0 player strategies
• Factors conditioning the emergence of TV 2.0
• TV 2.0 development scenario


Issues

• Traditional TV
• Personal TV
• Web TV
• VOD
• Viral video platforms
• Peercasting
• Video-podcasting
• Place-shifting
• ...


Key questions

• What are the main challenges facing the TV sector in the Egocasting era?
• Can media market players now view the “Internet model” as a viable one for TV?
• To what degree does the Internet represent a threat in the area of (video) advertising?
• On what basis can TV 2.0 offer appealing content?
• What business models for TV 2.0?
• What will television be like in the TV 2.0 era?


Who should read this report?

TV channels and media groups
• Identify online development opportunities
• Assess the development of rival services come from the online universe
• Better measure the threat that the web represents in the arena of advertising

Internet companies
• Obtain a detailed summary of the online TV/video offer available in late 2006
• Evaluate online video advertising’s medium-term potential

Telcos (fixed and mobile)
• Understand traditional TV and Internet players’ video strategies
• Better measure the threat that podcasting and place-shifting represent
• Assess the opportunities opening up for multimedia home networks

Equipment manufacturers (consumer devices and computers)
• Understanding TV 2.0 players’ strategies

Investors and analysts
• Analyse Internet TV’s competitive situation
• Understand traditional TV players’ positioning on the Web
• Examine the Internet giants’ video strategies
• Anticipate upcoming trends and deals in the TV and telecom ecosystems

1 – The shift to TV 2.0…

1.1 What is a TV service, really?

1.2 Online behaviour: current trends

1.3 What does Egocasting mean?

1.4 A selection of emblematic TV 2.0 initiatives


2 – Are viewers ready for TV 2.0?

2.1 Media consumption structure

2.2 TV viewing habits

2.3 Web browsing patterns

2.4 Willingness to pay for media services


3 – What tools and technologies for TV 2.0?

3.1 Online TV/video viewing technologies and software
• Streaming, downloading, multicasting….
• Consumer software
• Technologies for businesses

3.2 Progress made in digital home networks

3.3 "Internet" offers for watching TV when on the move


4 – A diverse online video offer… with little appeal

4.1 What type of content?
• Amateur content
• TV shows and movies
• Programmes created specifically for the Web

4.2 Which services?
• Video search engines
• Viral video platforms
• Web TV and Web TV directories
• VOD services
• Other services


5 – Redeployment and new approaches to advertising

5.1 Growth of online advertising investments

5.2 Increasingly efficient online advertising tools
• Internet audience measurement
• New online advertising formats
• New tools for advertisers


6 – Increasing availability and appeal of programmes and services on the Web?

6.1 Changes to copyright and regulations governing the use of video content
• The notion of copyright
• Copyright at the heart of debates
- the DMCA in the US
- the EUCD in Europe
- Debate in France over the DADVSI law

6.2 Progress made in DRM

6.3 The need to change media chronology


7 – Player strategies: choosing the right business model

7.1 Top Internet brands

7.2 TV’s traditional players

7.3 Studios and production companies

7.4 Viral video platforms

7.5 … and the rest


Players / Services


• ABCGo
• Akimbo
• BFM.TV
• Blinxk.Tv*
• Brightcove
• CanalPlay
• CBS
• Channel4
• Cinemanow
• Coolstreaming
• Dave.tv
• Europe1
• FireAnt.tv
• Freewire.tv
• Google video store*
• Heavy.com
• In2TV* (AOL)
• iTunes
• Max TV Online
• MSN video
• MTV Overdrive
• My Cast
• Neave.tv
• New York Times*
• OMN
• Orb Networks
• Podcast Alley
• Rocketboom
• SageTV
• Singing Fish
• Sling Media*
• Snapstream
• Sopcast
• TF1 Vision*
• Tioti.com
• VeohNetworks
• Vlogdir
• Wat.tv
• YouTube *
• …
• *detailed analysis provided


8 - Conclusions: how can TV fit in to this new environment?

8.1 What conditions for the emergence of TV 2.0?

8.2 TV 2.0 development scenario

8.3 Keys to success