tbb\*] thebrainbehind and Sapient are pleased to introduce a detailed study on IPTV including a benchmark analysis of international IPTV solutions and an overview on the global IPTV market.

IPTV, or ‘Telecom TV’, is the new broadcasting platform building on IP packets for video distribution over closed telecom networks. While industry leaders such as Fastweb and Homechoice have already been around for some time, a number of IPTV launches in key media markets are planned for 2006.

In order to provide industrial players with recommendations in light of the most relevant issues like market environment, technology, pricing, packaging and customer experience, Sapient, business innovator and expert in designing and implementing IPTV solutions, and [tbb\*] thebrainbehind, a digital media consultancy focussing on media convergence, have teamed up to evaluate worldwide IPTV rollouts.

The analysis builds on a quality related benchmarking matrix. Supported by a well established network of digital media experts around the globe information on international business cases are at first-hand.

Beside the central benchmarking part and an introduction in the field of IPTV, the study compiles contributions from authors including MRG in the USA, 3Vision in the UK, BNS from Hongkong as well as PayMedia from London.

Main topics of the study are:

• the type of IPTV service portfolio required to win over the audience
• the user interface design principles enabling IPTV to outperform existing digital TV platforms
• the way to offer superior IPTV services – including true interactive TV based on a broadband return channel

Ten different IPTV solutions from around the globe are compared against existing ‘legacy’ digital and interactive TV platforms. Main findings of this thorough benchmarking process were:

• Most operators are keener on gaining market share than on developing sustainable service offerings. Upcoming launches which do not offer enhanced interactive TV functionality will fail in more competitive markets
• IPTV is different to many typical telco products; it requires a mixture of client focus, high quality implementation and a real understanding of future trends that has not been evident to date
• IPTV operators need to emphasise user-interface design and quality of implementation. Any kind of a ‘me-too’ approach delivering standard linear multi-channel TV will not be enough to lure customers from other platforms
• IPTV has to open up opportunities, not only for broadcasters and content providers, but also for other potential partners. The point-to-point nature of network offers is unique in some features compared to other TV platforms, most noticeably is the potential to deliver personalised TV ads
• Although revenues delivered by IPTV platforms will initially be relatively small. Carefully watching marketing efforts and service evolution of early IPTV deployments to specific media markets will yield rapid learning on how to capture the mass market in time

'Global IPTV: Learning from Industry Leaders' is designed to show operators and other executives dealing with the future of TV - and IPTV in particular – what works and what does not work in this area.

We hope this study will be used to take the information and key market insights, including examples of best and worst practice, to double-check current strategies and optimize new service roll-out plans.

This study aims to inspire you with new ideas on how IPTV is going to change the media landscape and why IPTV as an application is probably just the beginning of a new era of media delivery and consumption.

For further information on the study including the table of contents and a free excerpt as well as the order form, please visit our website at http://www.thebrainbehind.com/studies/2006_iptv/registration/. The study can be purchased for 790 EUR + VAT (print copy) or 990 EUR + VAT (PDF version on CD).