The document discusses trends in digital television markets, including the rise of niche content and user-generated content. It notes audience fragmentation and the democratization of content as collateral effects. Niches are becoming their own markets and conversations. The document suggests lessons for satellite thematic channels, including using integrated content delivery across devices, allowing user generated content, and enabling interactive services. It provides examples of innovative applications and adoption of open standards from regions in Poland, Turkey, and Italy.

1. Niche is the kingNiche is the king
Market trends in digital tv market
EGTA Thematic DayEGTA Thematic Day
Rome, April 20th, 2007Rome, April 20th, 2007

2. Part I - TrendsPart I - Trends

3. www.cineca.it
How many TVs?
Cable
Digital
Terrestrial
Digital
Satellite
Media
Centers
Net TV
Video
Podcast
IPTV
P2P
Digital
Signage
Mobile
Mainstream
Analogue
TV
Social
Thematic
Personal
On demand
Pay per
view/time/
subscription
Nomadic
Closed user
groups
cached
broadcast
Time
shifted
Hybrid

4. www.cineca.it
Collateral effects
audience fragmentation
change the place where viewers watch tv
democraticization of contents
…
And …

5. www.cineca.it
The end of prime time …

6. www.cineca.it
TV 2.0

7. www.cineca.it
User generated contents

8. www.cineca.it
Viewers Evolution
“Couch potato” Digital native

9. www.cineca.it
Tv small audiences, web 2.0 and
Long Tail distribution
“Markets are
conversations”
Niches are
markets
Niches are
conversations?

10. Part II - IdeasPart II - Ideas

11. www.cineca.it
Lessons we can learn
(Satellite Thematic Channels 2.0?)
Use integrated approach to content delivery
Enable anywhere, anytime, anydevice access to
contents
Allow user generated contents
Enable interactive services

12. www.cineca.it
Tv sites

13. www.cineca.it
Innovative applications
Bologna, Rimini and Modena
Italian provinces

14. www.cineca.it
T-advertising
Formats:
 Interactive spot with overlay
 Telepromotion in a splitted
screen
 Tv banners
 Dedicated Advertiser Location
(D.A.L.) a.k.a. “tv site”
Major benefits:
 Great product placement
 T-shopping
 Ad campaign effectiveness

15. www.cineca.it
Why open standards
Not only proprietary middlewares …
Benefits:
 Cause a wider adoption of interactive services
 Allow the distribution of your interactive services
over different networks (DTT and satellite) and tv
channels
 Higher ROI for advertisers

16. www.cineca.it
MHP Adoption Map

17. Part III - ExperiencesPart III - Experiences

18. www.cineca.it
Innovative service in Poland
Osmosys provides complete
MHP-based systems solution to
ITI Neovision, Poland
(Osmosys.tv press release –
February 26th, 2007)
See also: www.n.pl
 Push Video-On-Demand (Push-VOD)
 High Definition (HD) head-end
 Interactive services based on MHP
platform

19. www.cineca.it
CINECA
DVB-S MHP test in Turkey
Forniture of an MHP object carousel server to TRT for
testing purpose in D-smart project.
Sat expo 2006
Interactive services on a satellite tv channel based on
MHP open standard

20. www.cineca.it
DVB-S MHP regional trial
in Italy

21. www.cineca.it
Rete Veneta

22. www.cineca.it
Chinese
operator
Brazilian
Universities
Spanish itv
operators

23. www.cineca.it
Via Magnanelli, 6/3
Casalecchio di Reno
(BO)
r.ciacci@cineca.it
Roberto Ciacci
Business Development Manager
http://www.robertociacci.it/blog/