• MarketingCharts.com, Monday, February 18, 2008 12 PM

According to a new report from Datamonitor, the global television broadcast market should rise to $326.2 billion by 2010, up from just $284.1 billion last year. However, the study, titled "2008 Trends to Watch: Media and Broadcasting Technology," notes that growth will only occur via revenue diversification from value-added and bundled services, like Internet services, HD content, on-demand, interactive applications and multi-platform distribution.

"From personal media players (PMPs), to TV sets, to mobile phones, people will access media content on a variety of different devices over a multitude of communications networks," says Datamonitor Media and Broadcasting Analyst Chris Khouri, who authored the report. "As such, broadcasters are faced with strong pressure to adapt to multi-platform entertainment provision."

And they are already diversifying their revenue streams, he adds: "Advertising has been a steadfast revenue generator for the broadcast sector. However, as consumption habits transform and consumers utilize multi-platform channels as well as on-demand and time-shifted viewing, traditional revenue generation models are losing their effectiveness to bring returns."

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