U.S. Ranks Sixth in 12-Nation Study That Examines the "Digital Readiness" of Nations for Interactive and Personalized Television Services

Next-generation television offerings that focus on interactivity are likely to find widespread success in Spain, the U.K., and Japan, according to "IP Video Services: Analysis and Forecasts," a new study from Parks Associates.

Consumers in general exhibited varied levels of interest in targeted television services specific to enhanced communications, personalization, interactivity, and TV-to-PC convergence. Spain has nearly 80% of its population showing keen interest in adopting advanced TV services, especially those related to interactive features such as personalized recommendations and voting abilities. In both the United Kingdom and Japan, 75% of the people show a strong inclination toward advanced TV services.

"Different populations have quite unique reactions to and interest in applications regarding advanced TV services," said Deepa Iyer, research analyst at Parks Associates. "Consumers in the United Kingdom are more inclined toward interactive features such as voting abilities whereas the Japanese prefer features such as personalized recommendations and one-button access capabilities."

Due to the variety in advanced television offerings, operators will have to deploy targeted services specific to each region, according to "IP Video Services: Analysis and Forecasts." In turn, these companies will look to network, software, and other solutions providers that can offer maximum flexibility and scalability in such offerings as set-top box design, middleware, electronic program guides, and home networking.

"The 'one size fits all' mindset regarding television services is obsolete," Iyer said. "The strategic advantage in the next phase of advanced TV services goes to operators who can deliver targeted solutions today that can be expanded as their subscribers demand more advanced features and services."

"IP Video Services: Analysis and Forecasts" provides an analysis of the drivers, inhibitors, and opportunities for IPTV services from both carrier and consumer perspectives. It provides overviews of major players along the IPTV value chain and delivers a country-by-country analysis of the consumer demand for advanced TV services.

For additional information on "IP Video Services: Analysis and Forecasts," visit http://www.parksassociates.com or contact 972-490-1113 or sales@parksassociates.com.