2009 Australia - Broadcasting and Pay TV

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) March 10, 2009 -- The report reveals that although the dominance of FTA television as a mass communication medium has been unsurpassed for many decades, the industry is now facing challenges from a number of fronts as incumbent broadcasters cling to their lucrative oligopolies. Digital FTA TV has been held up in a vicious cycle since it was launched in 2001. Digital content, beyond simply offering better picture qualities, has not driven uptake of digital TV.

Crucial changes are likely to occur with respect to the advertising model employed by FTA and pay TV firms as consumers shift to digital viewing standards. In future, digital services will enable FTA and pay TV to utilise targeted advertising in a similar manner to web based content delivered to PC's and increasingly, mobile phones. Firms within the industry entertain hopeful prospects of increased revenue per viewer from advertisers. However technical, legal and regulatory impediments remain, delaying the delivery of targeted advertising via FTA and pay TV channels, while telecommunications providers and other new media players continue to prepare their targeted advertising based services.

FTA and pay TV organisations have close relationships with professional content producers which many web based video providers, such as YouTube, often lack. FTA and pay TV providers have mostly been unwilling to make their content available via the web as the quality of service was deemed unacceptable. However now that broadband with sufficient bandwidth is available to a substantial portion of their viewing audience, FTA and pay TV providers can deliver a quality video experience. This could see these organisations gain significant market share in the IPTV arena in 2009/10.

Changes to media ownership and broadcasting regulations in Australia have lead to further consolidation of radio operators and increased cross-media ownership. Competition from within and outside the industry, which is already strong, is predicted to increase while trading conditions are likely to be difficult.

After decades of delays, digital radio has been introduced in Australia. It seems however that the radio innovations for the foreseeable future will come from the Internet and other new media developments rather than from the radio broadcasting industry.

Key highlights:

Free-to-air TV
*Marketing and media buyers are increasingly turning to alternative media, such as through Internet and mobile channels in order to reach consumers. The Internet will become increasingly entertainment-based as broadband penetration is predicted to continue to rise steadily over next few years.
*Consumers will be demanding a richer and more extensive online experience through services such as video-based entertainment.

broadcasting     pay tv