mikem54321..,""" I'm just trying to figure out what is going to be generating revenues for the cableco equipment suppliers this year and into next. IMVHO, it's just a switch from analog to digital(all it's variations) for now."""
One key point on digital cable broadcast is the ability to target advertisments to the individual settop box.
The simple example is that you and I are watching the same TV show and I see one commercial and you see another.
All based on customer profile and demographics.
Enhanced TV advertisment with selection within the commercial are also intended to target specific product lines with in the same ad...example a General motors ad
you can select minivan,sportscar,economy,or SUV as selections with your remote control.
The end result is that advertisers will pay a preimum to target their ads to the right customers for the right product and get feedbback reporting next day.
This service can generate extra dollars for the MSO's as well as the key service providers.
Motorola which has their equiptment in 90% of the MSO's headend and ACTV providing the software and reporting services in the USA . Also Motorola/ACTV partnered with OPTV for this service overseas.
Backend web hosting for reporting provided by AT&T and enhanced content in ads supplied thry Liberty Livewire.
All pulled together by John Malone.
Other advantages toi digital cable will include T-Commerce
purchase products with a few clicks on your remote..
Buy the latest fad on the Home Shopping Network to buying a cd,book, etc
Enhanced internet content blended in with self help shows, home repair, cooking, game shows,etc.
Sports programs with internet stats on your team or favoriate player. Even pick your camera angle 50 yard line view , 3rd base , home plate, etc while viewing sports programs.
Motorola installing 6 million settop boxes in y2000. Time Warner installing 35,000 settop boxes a week now and target of 45,000 set top boxes a week in y2001 vs 15,000 cable PC modems a week.
Movies on demand, more Pay Per View specials,etc
Digital cable is much more than just receiving more TV stations.
MSO's motive is to generate more revenue per household
from targeted ads, t-commerce fees, enhanced programming,
online betting (overseas), movies on demand, PPV specials
new forms of media (video magazines,etc) |
