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Media Trends
                                                                                      Issue 1 , Q4 2010


Introduction
     Technology and changes in consumer             The proliferation of media devices such
     preference continue to shape the               as internet enabled TVs, internet
     media and communications                       connected set top boxes, streaming
     landscape. While regulation and                devices and TV services on iPad and
     economic trends play a role in                 mobiles is emphasising the importance of
     influencing some of the outcomes of            access to content.
     domestic and international media
     developments, it is the dynamic nature         Social TV, where an internet connected
     of the industry that continues to be           TV becomes a social media device, is
     reflected by on-going marketplace              also being reflected through
     transformation.                                developments where EPG providers are
                                                    pioneering systems which let subscribers
     In the first of a series of quarterly          discover what their friends are viewing
     reports on Media Trends we explore             via Facebook and Twitter.
     the current environment in which the
     subscription television sectors of             The growth of multiplatform TV formats
     Australia, the United Kingdom and the          continues to be recognised both in the
     United States are operating.                   United Kingdom and Australia. The
                                                    Australian subscription television industry
     Our analysis this quarter indicates that       also continues to invest in multiplatform
     subscription television distribution is        local productions, such as Slide, which
     being affected by a number of                  will launch in 2011.
     variables including economic
     conditions and changes in consumer             In 2010, television remains the main ad
     preference. At the same time                   medium in terms of share of total global
     innovation is offering consumers               ad spend.
     greater choice of reception devices            Statistics indicate that positive trends will
     and content. Multiplatform                     continue for the Australian and
     opportunities are also being utilised by       international advertising markets in 2011.
     industry and adding value to the
     relationship with viewers.                     This quarterly report also highlights
                                                    domestic and international trends in TV
     While difficult economic conditions in         viewership, media stacking habits, online
     the United Kingdom, and to a lesser            video and the take-up of web enabled
     extent Australia, resulted in continued        devices.
     growth in subscriber numbers and
     profit cable television providers in the
     United States have been impacted by
     unprecedented declines in subscriber
     numbers.

     With 3DTV and TV anywhere services
     being rolled out across a number of
     countries there is still a level of
     uncertainty in relation to consumer
     interest, particularly in relation to
     3DTV.




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www.astra.org.au
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Media Trends
                                                                                        Issue 1 , Q4 2010


STV Distribution
Current subscriber and profit margins are being        USA: STV under pressure?
influenced by economic trends and changes in
viewer preference brought about by                     Leichtman Research Group reported the top 10
technological development. Growth in traditional       cable providers lost 1.4m cable TV subscribers
subscription television take-up is being               in year ending Q1 2010. Satellite operators
supported and challenged by growth in                  gained 1.33m subscribers and IPTV 1.78m.
alternative distribution platforms such as
broadband, satellite and IPTV.
                                                                  US STV Subscribers
UK: BSkyB, Virgin Media results
                                                             2
For the quarter ending 30 September 2010,                                                    Cable
BSkyB net profits rose 78.1% to £228m, mainly                0                               Satellite
from broadband and telephony take-up. This
month BSkyB also passed its long term target of              -2                              IPTV
10m subscribers.

Annual ARPU hit a record £514, boosted by
HDTV and broadband. A 39% leap in triple-play
customers sent the total to 2.3m.
                                                       STV subscribers Q1 2009 – Q1 2010 (millions)
News Corp’s bid to take full control of BSkyB
has been referred to the European Commission           SNL Kagan found total US STV subscriptions
(EC) on competition grounds. The EC and                declined for the first time ever in Q2 2010. All
Ofcom will both respond in December. News              operators combined lost 216,000 customers.
Corp currently has a 39.1% stake in BSkyB.             However, satellite added 81,000 subscribers,
                                                       IPTV 414,000. Cable operator Time Warner may
For the same quarter, cable operator Virgin            introduce lower-cost tiers to regain subscribers.
Media’s revenue grew 6.4% to £978m. It added
14,100 customers, for 4.78m total. 3.77m are TV        Cord-cutting anxiety
subscribers; with 1.4m taking HD. Monthly TV
ARPU is £46.39, mobile £15.01. Triple-play             There is ongoing debate in the USA about
subscribers are 62.7%, quad-play 11.5%. Virgin         whether consumers are dropping STV services
will launch 100Mb broadband and TiVo in Q4.            or ‘cord cutting’ in favour of on-line or over the
                                                       top (OTT) services.
Australia: AUSTAR, FOXTEL results
                                                       SNL Kagan argues that low housing formation
For the quarter ending 30 September 2010,              and high unemployment caused cable
AUSTAR’s TV subscribers grew by 14,771 to              subscribers to fall, not OTT competition. Yet,
761,919. MyStar subscribers rose to 180,998            Convergence Consulting forecasts cord-cutting
(29% of residential subscribers). Revenue grew         homes will grow to 1.6m by end 2011.Analysts
to $180.1m, a 6% increase on Q3 2009.                  at investment bank Credit Suisse predicted
                                                       Apple TV and Netflix OTT services will replace
FOXTEL’s earnings (EBITDA)for the year to 30           cable for young consumers.
June 2010 grew by 17.5% to $477m.Profit
Before Tax grew to $160m. Subscriber numbers           Netflix and cable operators are competing via
grew to 1.632M and ARPU rose sharply from the          windows and prices. Netflix is paying
take up of FOXTEL iQand HD TV services.                Paramount, Lionsgate and MGM almost $1bn
                                                       over five years for online streaming rights to
                                                       first-run movies ahead of cable. While
                                                       Cable operators are in talks with studios Sony,
                                                       Warners and Disney for a trial to show films
                                                       soon after cinema release, at $30 per viewing.


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Media Trends
                                                                                        Issue 1 , Q4 2010

3D and TV Everywhere

In the United States American research by                FOXTEL OnDemand includes 30 live streamed
CTAM (Cable & Telecommunications                         TV channels, catch-up programming from the
Association for Marketing) found consumers               channels at no extra cost and On-demand TV
expect to pay an extra $20 monthly to get 3D             shows and movies rentals.
STV, but still need convincing of the benefits.
                                                         FOXTEL also recently started rolling out
Sky launched Europe’s first dedicated 3D                 services via Microsoft Xbox 360 consoles.
channel on 1 October, 2010 and FOXTEL will
launch Australia’s first 3D channel in November          The AUSTAR Anywhere service also enables
this year.                                               Australian subscribers the ability to view
                                                         programming on up to two PCs per AUSTAR
In the US Time Warner and Comcast are                    account at no extra cost. It provides a content
currently trialling a TV Everywhere video internet       download and streaming service with hundreds
service.                                                 of hours of premium content from 38 channels,
                                                         plus the online-only sports channels ESPN360
In Australia, FOXTEL On Demand currently                 and Setanta-i.
uses broadband Internet to deliver content to
TVs via its 780,000 iQ set-top boxes.

Innovations
Convergence is altering the once distinct                Google is partnering with Sony for TV sets and
television and online environments. New and              Logitech for set-top boxes. The boxes are
planned internet connected TVs; set top devices          available at retail and subsidised to DISH
such as Apple TV, Google TV, the Telstra T-              satellite TV subscribers. Google TV emphasises
Box, IPTV services and online streaming are              its comprehensive video search. It also has a
offering consumers greater choice. The                   PC-style browser, accessing the whole Web.
proliferation of media devices is in turn                Sites from partners including TBS, CNN and
emphasising the importance of access to                  Cartoon Network have been redesigned for TV
content.                                                 viewing. HBO is making its content available.

Connected TV                                             Internationally, seven of the 10 major TV
                                                         manufacturers are selling sets that use the
Consumer electronics manufacturers,                      Yahoo Connected TV platform. Samsung is
technology giants and STV operators are                  budgeting $70m to market its connected TV
competing and partnering in a race to connect            apps.
the home television set to the Internet. At stake
is the opportunity to offer consumers next-              In Australia, the Telstra T-Box offers movie
generation television services: video-on-                rental and Unmetered BigPond Internet TV.
demand, information and social networking.               AUSTAR owner Liberty Global is rolling out
                                                         connected TV in its European cable systems.
In the USA, Apple and Google are head-to-head
with rival devices and philosophies. The Apple           However, there are major challenges in clinching
TV mini set-top box provides TV shows and                deals for broadcasters’ content. Google TV is
movie rentals from iTunes and Netflix. It does           blocked from the Web sites of US broadcasters
not access websites nor so far include the               ABC, CBS and NBC.
software applications (apps) for interactive
services that made the iPhone and iPad so                Google TV’s lead product manager Rishi
successful.                                              Chandra said Google TV is “a platform” and
                                                         broadcasters could use a service like YouTube
                                                         to monetise content, with ad revenue share.




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Media Trends
                                                                                        Issue 1 , Q4 2010

Social TV

One significant consequence of connecting TV             STV operators are also recognising the
sets to the Internet is the television becomes an        importance of social relationships in
online social device (social TV).                        recommending content to boost VOD buy rates
                                                         and encourage people to take higher tier
Consumers can access social networks such as             packages.
Facebook and Twitter via the TV set. Many
viewers, particularly in younger demographics,
already use them via laptops or mobiles to share         EPG providers, such as News Corp’s NDS, are
opinions about what they are watching on TV,             pioneering systems which let subscribers
especially in relation to music video and sports         discover what their friends are viewing, via
events.                                                  Facebook or Twitter.

Facebook is reportedly in talks with US TV
networks “at least in research mode for social
TV.”


New Developments in Programming
Broadcasters are supporting new television               FOXTEL’s FOX8 will air multiplatform drama
formats that make the most of multiplatform              Slide in 2011. The 10 x 60 minute series is
opportunities to engage audiences.                       budgeted at more than $1m per episode and
                                                         follows five Brisbane teens as they “smash their
New transmedia TV formats and extensions are             way into Adulthood.”
emerging across a range of genres, often with
viewer participation via social media.                   The 2010 I Love Food Awards run by LifeStyle
                                                         FOOD channel received 100,000 online votes
Multiplatform TV formats                                 from the public across 26 dining categories.
                                                         Votes were compiled into Australia's largest
In the UK, Channel 4 docu soap-reality hybrid            people's choice Eat Out Guide.
Seven Days invites viewers to give the show’s
participants advice about their dilemmas via             New TV services on iPad and mobile
sharing “thoughts” (ie comments) with them on
the show’s site.                                         STV operators and broadcasters are launching
                                                         innovative new services on the iPad, other tablet
MTV’s Being Victor blends social media and               PCs and mobile devices.
Web drama to let viewers discuss serious issues
relevant to a teen audience. The show has been           FOXTEL has launched its TV Guide on the iPad.
growing its audience via an in-character blog            The free app lets users search program listings,
and tweets.                                              set program reminders and remote record
                                                         shows to the FOXTEL iQ set-top box. Since its
Venerable soap Coronation Street launched its            December 2009 iPhone debut, the app has been
social networking game Corrie Nation on                  downloaded 200,000 times.
Facebook and ITV.com as the show celebrated
50 years on air.                                         Seven of the top 10 US STV providers are
                                                         building tablet apps offering subscribers TV
Facebook is increasingly also the first choice for       shows and movies.
TV show promotion. ITV debuted this year’s
promo video for The X Factor on the show’s               Satellite operator DirecTV plans to offer NFL
The BBC has also commissioned season three               games on iPad for $50 on top of the $300
of its EastEnders derived teen Web drama E20.            season TV subscription.




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Media Trends
                                                                                       Issue 1 , Q4 2010

                                                        Original content is key
Rival DISH Network will let subscribers view
DVR recordings on iPad. Broadband and IPTV              This importance of content has been highlighted
provider Verizon has prototyped a live TV               throughout this report.
service for iPad and other mobile devices.
                                                        Local production of content is well supported by
Australian audiences are being offered                  Australian subscription platforms and channels,
multiplatform original Australian made                  which invested over $541m in Australian content
programming via subscription television.                in 2009.

                                                        Spirited, the comedy-drama about life and love
Provider Verizon has prototyped a live TV               after death, became the #1 and #3 time-shifted
service for iPad and other mobile devices.              show on W. A second season has been
                                                        commissioned for next year.
The HBO Go service will provide 800 hours of
programming to subscribers’ iPads, at no extra          2011 will also see the premiere on Showcase of
cost.                                                   more locally-produced drama, with Cloudstreet.
                                                        The mini-series of Tim Winton’s iconic novel is
Other broadcasters are launching apps that              shot in Perth and stars Stephen Curry and Essie
work in sync with live TV: the CBS sports app           Davies.
brings real-time American football stats to iPads

The Samsung Galaxy tablet will compete with
the iPad/iTunes offering. It will have TV shows
and movies from NBC, Universal, MTV,
Paramount and Warners.



Advertising
Research indicates a positive outlook for the           Australian TV 2011 ad growth
international advertising market and Australian
TV advertising in 2011.                                 •    Media buyer Mitchell Communication
                                                             Group predicts the FTA ad market will grow
Worldwide ad spend growing                                   6% and TV ad rates rise by 5%
                                                        •   Mediabrands predicts the combined FTA
•   Nielsen research found worldwide ad spend               and STV market will grow 4.3%
    continues to rise in first half 2010
•   It grew globally year-on-year 12.8%, in the         Online measurement
    USA 3.8% and in Australia 8%
•   Globally, television grew 15.8% and remains         •   The Interactive Advertising Bureau (IAB) is
    the main ad medium with 62% share of total              tendering for a new online media audience
    global ad spend, a 1% increase                          measurement system
                                                        •   The initiative is supported by a media
                                                            research group formed by major Australian
                                                            advertisers to improve media measurement




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Media Trends
                                                                                     Issue 1 , Q4 2010



Definitions and Stats
Essential terminology and need-to-know data.

Key terms                                            Over-the-top (OTT) video: TV shows and
                                                     movies delivered to homes via broadband
ARPU: Average revenue per user                       Internet instead of STV

Cord-cutting: US cable TV subscribers                Quad play: Voice, video, broadband, wireless
cancelling subscriptions (sometimes preferring
online or connected TV video)                        Triple play: Voice, video and broadband

Media stacking: simultaneous use of multiple         TV Everywhere: initiatives to enable STV
electronic media (eg watching TV and using the       subscribers to view programming via a range
Internet)                                            ofdevices, such as PCs, game consoles and
                                                     Internet-connected TVs


TV viewership and technology trends                  Inability to multitask is a barrier to 3DTV
                                                     • CTAM study of viewers finds that 89%
Australia – primetime viewing in mainland                believe multitasking is best suited for
capitals                                                 regular, non-3D viewing.
• OzTAM people meters: total viewing of
   prime time TV: up 3% on 2009.                     Web-to-TV video content revenue will reach
• Viewing by 16-to-39s up 7%.                        $17bn in 2014
• However, viewing of main FTAs (ABC, SBS,           • In-Stat forecasts 57m US homes will be
   Seven, Nine, TEN) down 6% as viewers                 viewing full-length online content on their
   migrate to new FTA digital channels.                 TVs in 2014, with associated revenue
• STV up 1% and for viewers 16-39 up 11%.               reaching $17bn.

Media stacking prevalent amongst younger             Apple TV has only three of the top 25 US TV
UK viewers                                           shows
• Survey of 2,000 UK consumers                       • At launch, Apple TV offers just three of the
   commissioned by social media agency                  top 25 broadcast TV shows (Desperate
   Diffusion.                                           Housewives, Glee and Grey’s Anatomy).
• "Media stacking" is prevalent among 18-
   24s, with 76% responding that they                Apple iPad now in 3.6% of US homes
   "regularly" browse the Internet while             • The Q2 2010 Nielsen Home Technology
   watching TV.                                         Report finds fast penetration for the iPad,
• 58% use online or mobile services while               which launched on April 3, 2010 and was
   watching TV programmes.                              added to the Report’s survey in May.
• 40% of women and 29% of men ages 18-24
   mostly use social networking sites such as        TV set is no longer a “necessity” for US
   Twitter and Facebook while watching TV.           consumers
                                                     • 2010 Pew study finds only 42% of
US 18-34s keep moving to online and time-               Americans believe a television set is a
shifted video                                           "necessity," down from 64% in 2006.
• Market researcher Morpace: Viewing by
    American 18-34s continues moving from            Digital replaces analogue in UK homes
    broadcast television towards online and          • Institution of Engineering and Technology
    time-shifted video.                                  survey: A typical British home has six web-
• Only 41% of their viewing time is spent                enabled devices, compared to one in 2000.
    watching live TV versus time-shifted and             Vinyl, film and video tape are all dying out.
    online content.

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Media Trends Q4 2010

  • 1. Media Trends Issue 1 , Q4 2010 Introduction Technology and changes in consumer The proliferation of media devices such preference continue to shape the as internet enabled TVs, internet media and communications connected set top boxes, streaming landscape. While regulation and devices and TV services on iPad and economic trends play a role in mobiles is emphasising the importance of influencing some of the outcomes of access to content. domestic and international media developments, it is the dynamic nature Social TV, where an internet connected of the industry that continues to be TV becomes a social media device, is reflected by on-going marketplace also being reflected through transformation. developments where EPG providers are pioneering systems which let subscribers In the first of a series of quarterly discover what their friends are viewing reports on Media Trends we explore via Facebook and Twitter. the current environment in which the subscription television sectors of The growth of multiplatform TV formats Australia, the United Kingdom and the continues to be recognised both in the United States are operating. United Kingdom and Australia. The Australian subscription television industry Our analysis this quarter indicates that also continues to invest in multiplatform subscription television distribution is local productions, such as Slide, which being affected by a number of will launch in 2011. variables including economic conditions and changes in consumer In 2010, television remains the main ad preference. At the same time medium in terms of share of total global innovation is offering consumers ad spend. greater choice of reception devices Statistics indicate that positive trends will and content. Multiplatform continue for the Australian and opportunities are also being utilised by international advertising markets in 2011. industry and adding value to the relationship with viewers. This quarterly report also highlights domestic and international trends in TV While difficult economic conditions in viewership, media stacking habits, online the United Kingdom, and to a lesser video and the take-up of web enabled extent Australia, resulted in continued devices. growth in subscriber numbers and profit cable television providers in the United States have been impacted by unprecedented declines in subscriber numbers. With 3DTV and TV anywhere services being rolled out across a number of countries there is still a level of uncertainty in relation to consumer interest, particularly in relation to 3DTV. 1 www.astra.org.au 1
  • 2. Media Trends Issue 1 , Q4 2010 STV Distribution Current subscriber and profit margins are being USA: STV under pressure? influenced by economic trends and changes in viewer preference brought about by Leichtman Research Group reported the top 10 technological development. Growth in traditional cable providers lost 1.4m cable TV subscribers subscription television take-up is being in year ending Q1 2010. Satellite operators supported and challenged by growth in gained 1.33m subscribers and IPTV 1.78m. alternative distribution platforms such as broadband, satellite and IPTV. US STV Subscribers UK: BSkyB, Virgin Media results 2 For the quarter ending 30 September 2010, Cable BSkyB net profits rose 78.1% to £228m, mainly 0 Satellite from broadband and telephony take-up. This month BSkyB also passed its long term target of -2 IPTV 10m subscribers. Annual ARPU hit a record £514, boosted by HDTV and broadband. A 39% leap in triple-play customers sent the total to 2.3m. STV subscribers Q1 2009 – Q1 2010 (millions) News Corp’s bid to take full control of BSkyB has been referred to the European Commission SNL Kagan found total US STV subscriptions (EC) on competition grounds. The EC and declined for the first time ever in Q2 2010. All Ofcom will both respond in December. News operators combined lost 216,000 customers. Corp currently has a 39.1% stake in BSkyB. However, satellite added 81,000 subscribers, IPTV 414,000. Cable operator Time Warner may For the same quarter, cable operator Virgin introduce lower-cost tiers to regain subscribers. Media’s revenue grew 6.4% to £978m. It added 14,100 customers, for 4.78m total. 3.77m are TV Cord-cutting anxiety subscribers; with 1.4m taking HD. Monthly TV ARPU is £46.39, mobile £15.01. Triple-play There is ongoing debate in the USA about subscribers are 62.7%, quad-play 11.5%. Virgin whether consumers are dropping STV services will launch 100Mb broadband and TiVo in Q4. or ‘cord cutting’ in favour of on-line or over the top (OTT) services. Australia: AUSTAR, FOXTEL results SNL Kagan argues that low housing formation For the quarter ending 30 September 2010, and high unemployment caused cable AUSTAR’s TV subscribers grew by 14,771 to subscribers to fall, not OTT competition. Yet, 761,919. MyStar subscribers rose to 180,998 Convergence Consulting forecasts cord-cutting (29% of residential subscribers). Revenue grew homes will grow to 1.6m by end 2011.Analysts to $180.1m, a 6% increase on Q3 2009. at investment bank Credit Suisse predicted Apple TV and Netflix OTT services will replace FOXTEL’s earnings (EBITDA)for the year to 30 cable for young consumers. June 2010 grew by 17.5% to $477m.Profit Before Tax grew to $160m. Subscriber numbers Netflix and cable operators are competing via grew to 1.632M and ARPU rose sharply from the windows and prices. Netflix is paying take up of FOXTEL iQand HD TV services. Paramount, Lionsgate and MGM almost $1bn over five years for online streaming rights to first-run movies ahead of cable. While Cable operators are in talks with studios Sony, Warners and Disney for a trial to show films soon after cinema release, at $30 per viewing. 2 www.astra.org.au 2
  • 3. Media Trends Issue 1 , Q4 2010 3D and TV Everywhere In the United States American research by FOXTEL OnDemand includes 30 live streamed CTAM (Cable & Telecommunications TV channels, catch-up programming from the Association for Marketing) found consumers channels at no extra cost and On-demand TV expect to pay an extra $20 monthly to get 3D shows and movies rentals. STV, but still need convincing of the benefits. FOXTEL also recently started rolling out Sky launched Europe’s first dedicated 3D services via Microsoft Xbox 360 consoles. channel on 1 October, 2010 and FOXTEL will launch Australia’s first 3D channel in November The AUSTAR Anywhere service also enables this year. Australian subscribers the ability to view programming on up to two PCs per AUSTAR In the US Time Warner and Comcast are account at no extra cost. It provides a content currently trialling a TV Everywhere video internet download and streaming service with hundreds service. of hours of premium content from 38 channels, plus the online-only sports channels ESPN360 In Australia, FOXTEL On Demand currently and Setanta-i. uses broadband Internet to deliver content to TVs via its 780,000 iQ set-top boxes. Innovations Convergence is altering the once distinct Google is partnering with Sony for TV sets and television and online environments. New and Logitech for set-top boxes. The boxes are planned internet connected TVs; set top devices available at retail and subsidised to DISH such as Apple TV, Google TV, the Telstra T- satellite TV subscribers. Google TV emphasises Box, IPTV services and online streaming are its comprehensive video search. It also has a offering consumers greater choice. The PC-style browser, accessing the whole Web. proliferation of media devices is in turn Sites from partners including TBS, CNN and emphasising the importance of access to Cartoon Network have been redesigned for TV content. viewing. HBO is making its content available. Connected TV Internationally, seven of the 10 major TV manufacturers are selling sets that use the Consumer electronics manufacturers, Yahoo Connected TV platform. Samsung is technology giants and STV operators are budgeting $70m to market its connected TV competing and partnering in a race to connect apps. the home television set to the Internet. At stake is the opportunity to offer consumers next- In Australia, the Telstra T-Box offers movie generation television services: video-on- rental and Unmetered BigPond Internet TV. demand, information and social networking. AUSTAR owner Liberty Global is rolling out connected TV in its European cable systems. In the USA, Apple and Google are head-to-head with rival devices and philosophies. The Apple However, there are major challenges in clinching TV mini set-top box provides TV shows and deals for broadcasters’ content. Google TV is movie rentals from iTunes and Netflix. It does blocked from the Web sites of US broadcasters not access websites nor so far include the ABC, CBS and NBC. software applications (apps) for interactive services that made the iPhone and iPad so Google TV’s lead product manager Rishi successful. Chandra said Google TV is “a platform” and broadcasters could use a service like YouTube to monetise content, with ad revenue share. 3 www.astra.org.au 3
  • 4. Media Trends Issue 1 , Q4 2010 Social TV One significant consequence of connecting TV STV operators are also recognising the sets to the Internet is the television becomes an importance of social relationships in online social device (social TV). recommending content to boost VOD buy rates and encourage people to take higher tier Consumers can access social networks such as packages. Facebook and Twitter via the TV set. Many viewers, particularly in younger demographics, already use them via laptops or mobiles to share EPG providers, such as News Corp’s NDS, are opinions about what they are watching on TV, pioneering systems which let subscribers especially in relation to music video and sports discover what their friends are viewing, via events. Facebook or Twitter. Facebook is reportedly in talks with US TV networks “at least in research mode for social TV.” New Developments in Programming Broadcasters are supporting new television FOXTEL’s FOX8 will air multiplatform drama formats that make the most of multiplatform Slide in 2011. The 10 x 60 minute series is opportunities to engage audiences. budgeted at more than $1m per episode and follows five Brisbane teens as they “smash their New transmedia TV formats and extensions are way into Adulthood.” emerging across a range of genres, often with viewer participation via social media. The 2010 I Love Food Awards run by LifeStyle FOOD channel received 100,000 online votes Multiplatform TV formats from the public across 26 dining categories. Votes were compiled into Australia's largest In the UK, Channel 4 docu soap-reality hybrid people's choice Eat Out Guide. Seven Days invites viewers to give the show’s participants advice about their dilemmas via New TV services on iPad and mobile sharing “thoughts” (ie comments) with them on the show’s site. STV operators and broadcasters are launching innovative new services on the iPad, other tablet MTV’s Being Victor blends social media and PCs and mobile devices. Web drama to let viewers discuss serious issues relevant to a teen audience. The show has been FOXTEL has launched its TV Guide on the iPad. growing its audience via an in-character blog The free app lets users search program listings, and tweets. set program reminders and remote record shows to the FOXTEL iQ set-top box. Since its Venerable soap Coronation Street launched its December 2009 iPhone debut, the app has been social networking game Corrie Nation on downloaded 200,000 times. Facebook and ITV.com as the show celebrated 50 years on air. Seven of the top 10 US STV providers are building tablet apps offering subscribers TV Facebook is increasingly also the first choice for shows and movies. TV show promotion. ITV debuted this year’s promo video for The X Factor on the show’s Satellite operator DirecTV plans to offer NFL The BBC has also commissioned season three games on iPad for $50 on top of the $300 of its EastEnders derived teen Web drama E20. season TV subscription. 4 www.astra.org.au 4
  • 5. Media Trends Issue 1 , Q4 2010 Original content is key Rival DISH Network will let subscribers view DVR recordings on iPad. Broadband and IPTV This importance of content has been highlighted provider Verizon has prototyped a live TV throughout this report. service for iPad and other mobile devices. Local production of content is well supported by Australian audiences are being offered Australian subscription platforms and channels, multiplatform original Australian made which invested over $541m in Australian content programming via subscription television. in 2009. Spirited, the comedy-drama about life and love Provider Verizon has prototyped a live TV after death, became the #1 and #3 time-shifted service for iPad and other mobile devices. show on W. A second season has been commissioned for next year. The HBO Go service will provide 800 hours of programming to subscribers’ iPads, at no extra 2011 will also see the premiere on Showcase of cost. more locally-produced drama, with Cloudstreet. The mini-series of Tim Winton’s iconic novel is Other broadcasters are launching apps that shot in Perth and stars Stephen Curry and Essie work in sync with live TV: the CBS sports app Davies. brings real-time American football stats to iPads The Samsung Galaxy tablet will compete with the iPad/iTunes offering. It will have TV shows and movies from NBC, Universal, MTV, Paramount and Warners. Advertising Research indicates a positive outlook for the Australian TV 2011 ad growth international advertising market and Australian TV advertising in 2011. • Media buyer Mitchell Communication Group predicts the FTA ad market will grow Worldwide ad spend growing 6% and TV ad rates rise by 5% • Mediabrands predicts the combined FTA • Nielsen research found worldwide ad spend and STV market will grow 4.3% continues to rise in first half 2010 • It grew globally year-on-year 12.8%, in the Online measurement USA 3.8% and in Australia 8% • Globally, television grew 15.8% and remains • The Interactive Advertising Bureau (IAB) is the main ad medium with 62% share of total tendering for a new online media audience global ad spend, a 1% increase measurement system • The initiative is supported by a media research group formed by major Australian advertisers to improve media measurement 5 www.astra.org.au 5
  • 6. Media Trends Issue 1 , Q4 2010 Definitions and Stats Essential terminology and need-to-know data. Key terms Over-the-top (OTT) video: TV shows and movies delivered to homes via broadband ARPU: Average revenue per user Internet instead of STV Cord-cutting: US cable TV subscribers Quad play: Voice, video, broadband, wireless cancelling subscriptions (sometimes preferring online or connected TV video) Triple play: Voice, video and broadband Media stacking: simultaneous use of multiple TV Everywhere: initiatives to enable STV electronic media (eg watching TV and using the subscribers to view programming via a range Internet) ofdevices, such as PCs, game consoles and Internet-connected TVs TV viewership and technology trends Inability to multitask is a barrier to 3DTV • CTAM study of viewers finds that 89% Australia – primetime viewing in mainland believe multitasking is best suited for capitals regular, non-3D viewing. • OzTAM people meters: total viewing of prime time TV: up 3% on 2009. Web-to-TV video content revenue will reach • Viewing by 16-to-39s up 7%. $17bn in 2014 • However, viewing of main FTAs (ABC, SBS, • In-Stat forecasts 57m US homes will be Seven, Nine, TEN) down 6% as viewers viewing full-length online content on their migrate to new FTA digital channels. TVs in 2014, with associated revenue • STV up 1% and for viewers 16-39 up 11%. reaching $17bn. Media stacking prevalent amongst younger Apple TV has only three of the top 25 US TV UK viewers shows • Survey of 2,000 UK consumers • At launch, Apple TV offers just three of the commissioned by social media agency top 25 broadcast TV shows (Desperate Diffusion. Housewives, Glee and Grey’s Anatomy). • "Media stacking" is prevalent among 18- 24s, with 76% responding that they Apple iPad now in 3.6% of US homes "regularly" browse the Internet while • The Q2 2010 Nielsen Home Technology watching TV. Report finds fast penetration for the iPad, • 58% use online or mobile services while which launched on April 3, 2010 and was watching TV programmes. added to the Report’s survey in May. • 40% of women and 29% of men ages 18-24 mostly use social networking sites such as TV set is no longer a “necessity” for US Twitter and Facebook while watching TV. consumers • 2010 Pew study finds only 42% of US 18-34s keep moving to online and time- Americans believe a television set is a shifted video "necessity," down from 64% in 2006. • Market researcher Morpace: Viewing by American 18-34s continues moving from Digital replaces analogue in UK homes broadcast television towards online and • Institution of Engineering and Technology time-shifted video. survey: A typical British home has six web- • Only 41% of their viewing time is spent enabled devices, compared to one in 2000. watching live TV versus time-shifted and Vinyl, film and video tape are all dying out. online content. 6 www.astra.org.au 6