Posts Tagged ‘market segmentation’

The broadcaster’s view of technology trends

market research | Posted by Joe Zaller
Jun 23 2009

I’ve recently been looking at how broadcast technology trends vary by geographic region, based on the research data from the 2009 Big Broadcast Survey. The examples I have shown previously look at the differences in technology trends based solely on geography. 

Now it’s time to get a bit more granular and look at how just broadcasters view these technology trends, and whether there are regional variations in their opinions.   Approximately 1,400 broadcasters participated in the study.  Each was presented with a list of 15 industry trends and asked to choose the three trends from the list (ranking them 1-3) that they feel will have the most significant impact on the way they do business over the next 2-3 years.  The chart below shows their responses, which are weighted based on how they were ranked by the respondents.  If a trend was ranked most important, its weight=3; if a trend was ranked #2, its weight=2; and if a trend was ranked #3, it is weight=1.  


The broadcaster's view of industry trends by region

The broadcaster's view of industry trends by region


In general it appears that broadcasters around the world are roughly aligned in terms of overall opinion of technology trends, but there are a few regional variations. 

Just as with the overall market, the transition to HDTV and tapeless workflows are the top trends for broadcasters, followed by multiplatform delivery and file-based workflows.  Interestingly, broadcasters in EMEA rank the move to file-based workflows higher than their counterparts in the Americas and Asia, while ranking multi-platform content delivery lower.

Otherwise, it is broadcasters in Asia  who vary from their counterparts in the Americas and EMEA. 

For example, broadcasters in Asia rank the following trends differently than their counterparts in the Americas and EMEA (although some of these are still at the low end of the range):

* IP content delivery (lower)

* automated worflows higher (higher)

* 3DTV (higher)

* Set-top box PVR (higher)

* Network PVR (higher)


Once again, some of the trends that we often read about in the trade press — e.g. the transition to 3Gbps and 3DTV — are relatively far down the list of business priorities for broadcasters (#9 and #11 respectively), which implies that broadcasters are continuing to move to HDTV operations while striving for efficiency in their operations rather than pursuing new technology. 


Here’s the full list of technology trends from the study, in the order that they were ranked by the broadcasters:

  Broadcasters — Asia Broadcasters — Americas Broadcasters — EMEA
1 Transition to HDTV Transition to HDTV Transition to HDTV
2 Tapeless workflows Tapeless workflows Tapeless workflows
3 Automated workflows Multi-platform delivery File-based workflows
4 Multi-platform delivery File-based workflows Multi-platform delivery
5 File-based workflows IP content delivery IP content delivery
6 IP content delivery Automated workflows Automated workflows
7 Advanced encoding techniques (e.g. h.264) Advanced encoding techniques (e.g. h.264) Advanced encoding techniques (e.g. h.264)
8 Video on Demand Video on Demand Video on Demand
9 Transition to 3Gbps (1080p) Transition to 3Gbps (1080p) Transition to 3Gbps (1080p)
10 3D TV On-line advertising On-line advertising
11 Set-top box PVR/DVR 3D TV 3D TV
12 On-line advertising 4K production 2K production
13 Network DVR Set-top box PVR/DVR 4K production
14 4K production 2K production Set-top box PVR/DVR
15 2K production Network DVR Network DVR

IABM Partnership Announcement

Uncategorized | Posted by Joe Zaller
Jun 19 2009

While I was finalizing the first version of the Big Broadcast Survey (BBS), I showed it to a number of people to get their feedback.  One of the first was Roger Crumpton, who heads up the IABM and was the driving force behind the excellent IABM Global Market Study, which is published in conjunction with Screen Digest.

I initially approached Roger to get his view on pricing the BBS.  However, when I took him through the study he got excited about its content and suggested that we work together.    Roger told me that the BBS fills a need in the market and provides IABM member companies with unique insight that was previously unavailable.

We decided to create a partnership  — after the IABM conducted due dilligence on the study, its methodology and its findings — whereby the IABM will help to promote the study in exchange for me offering their member companies a 15% discount.  We also agreed to “synchronize” the segmentation of my future reports with the segmentation in the IABM / Screen Digest report.

I am excited about this partnership as I think it can bring benefits to both Devoncroft and the IABM.

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