VIDEO SURVEY RESULTS
CSI magazine cornered (virtually) every executive it spoke to at the giant IBC trade show in Amsterdam to fill out a questionnaire on the future of video. The questions were deliberately top-level and wide-ranging, taking everything from over-the-top (OTT) internet TV, through to 3D TV, IPTV, mobile TV, video-on-demand (VoD), DRM, Blu-ray and targeted addressable advertising. The data was compiled using a base of some 50 respondents, the vast majority broken into CEO, CTO, business development, senior marketing and other senior executives.
The aim was to gauge the industry’s thinking on how it sees itself evolving five years into the future, by 2013. What sticks out is that there is very little consensus on most questions, with the exception of the perceived future of mobile TV and DRM. In both these cases, as with most others, the message is one of upbeat optimism. It would probably be fair to say that if these questions were placed in front of a group of cynical journalists that the responses would be somewhat different!
And as the last chart shows, if you find yourself talking to someone about HDTV, statistically at least one of you is likely to be bored of the topic…
We hope you find the results interesting.
Goran Nastic, Editor Cable and Satellite, September 2008
Which of these services will prove most popular on a TV set?
| Purchasing/commerce | 37 |
| Social networking | 50 |
| Video conferencing | 14 |
| Voice calling | 0 |
How do you think that internet/OTT video will affect traditional broadcasters/video distribution?
| Augment | 75 |
| Cannibalise | 25 |
| No effect | 0 |
QoS over the open internet will be:
| More of an issue | 56 |
| Less of an issue | 44 |
What business model will prevail for VoD?
| Subscription | 31 |
| PPV | 28 |
| Ad-funded | 41 |
Will 3DTV have made its way into consumers’ living rooms?
| Yes | 43 |
| No | 57 |
Will DRM (or alternative technologies) still have a role beyond this date?
| Yes | 88 |
| No | 12 |
'Blu-Ray will have become obsolete'
| True | 39 |
| False | 61 |
Mobile TV will be:
| Mass market | 71 |
| Niche | 29 |
In mature markets, what % of advertising will be targeted/personalised (all platforms)?
| Lowest response | 10 |
| Mean | 41 |
| Highest response | 100 |
Are you tired of talking and hearing about HDTV?
| Yes, let's just get on with it | 55 |
| No way, the industry still needs educating | 45 |
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