A major new strategic management report warns that broadband video services will eventually displace broadcast distribution, but telecommunications providers may not be the ultimate winners of the network television revolution.

IPTV--internet protocol television--the delivery of digital television and other audio and video services over broadband data networks using the same basic protocols that support the internet, will transform both television and the web.

Telecommunications companies around the world are rushing to roll out television services, while online providers are ramping up their video offering, but broadcasters appear to be largely oblivious to this significant threat and opportunity.

The report, IPTV: Broadband meets broadcast--The network television revolution, concludes:

• Within a decade, video services delivered over broadband networks will be firmly established as an alternative platform to digital satellite, terrestrial and cable transmission.
• The real competition will come not between operators of rival platforms, but between closed and open networks.
• Television will become more like the web, as scheduled broadcast channels are displaced by a choice of millions of download and on-demand programs.
• 'Telco TV' services will be challenged by an 'Open Source TV' distribution model, offering a much more diverse choice of free and pay programming over the open internet.

"New players will exploit the disruptive power of the internet and change the form and function of television forever," says Dr William Cooper, co-author of the report. "Broadband television will ultimately adopt the attributes of the web, providing access to an almost limitless selection of programs."

Co-author Graham Lovelace explains: "The 'pull' of broadband network television will replace the 'push' of traditional broadcast television. In this new and massively fragmented environment, control will flow from the supplier to the consumer, as viewers construct their personalized schedules from a vast array of international providers, and watch programs whenever and wherever they want."

The 200-page report includes 25 case studies and provides a comprehensive assessment of the fast-emerging and intensely competitive landscape. It explains the ways in which services can be delivered over both closed networks and the open internet through multicast and unicast distribution using internet protocols. The report details the challenges ahead for those seeking to launch IPTV services, and explores likely successful business models.

IPTV: Broadband meets broadcast--The network television revolution is published by informitv, and is available online from http://iptv-report.com.


About the authors

Dr William Cooper is the founder and principal consultant at informitv, an independent consultancy that provides an informed view of the future of television. At the BBC, William was operationally responsible for the delivery of online and interactive output, including the launch of interactive services on satellite, terrestrial and cable television.

http://informitv.com

Graham Lovelace is the founder of Lovelace Consulting, which specializes in convergent media. A former Head of Strategy and Marketing at The Press Association, Graham was the founder of Lovelacemedia and founding Editorial Director at Teletext Limited. Graham is a graduate of the Harvard Business School Advanced Management Program and is a regular commentator on media developments.

http://lovelace.co.uk