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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