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Interactive Program Guides to be the Killer Application for Enhanced TV, Says In-Stat/MDR
In-Stat/MDR - October 5, 2004
In-Stat/MDR reports that Interactive Program Guides will be the "killer application" for enhanced interactive television services. The analysts portray IPGs as entertainment portals for TV viewers, and forecast the worldwide IPG market value at nearly USD 1 billion by 2008.
According to In-Stat/MDR, IPGs will help end-users to find a TV program, movie or sporting event from among listings of thousands of available options, and then make it easy for them to select the program for viewing, tag it with a reminder for later, or even set up a recording to capture the show for time-shifting on a Personal Video Recorder.
“Consumers use Internet portals to navigate the World Wide Web, and TV viewers will need powerful IPGs to help them find what they want to see on TV. Owners of High Definition TV sets are searching for HDTV programming, Video-On-Demand services are adding hundreds of new viewing choices, and Personal Video Recorders need program listings to find and capture popular shows,” says Gerry Kaufhold, a Principal Analyst with In-Stat/MDR. Gemstar-TV Guide, Microsoft, Tribune Media Services, and others, have the resources to drive this complex market forward. However, In-Stat/MDR doesn’t expect the value of the market to explode overnight. According to Kaufhold, “Growth in each of the key areas will bring in incremental revenues, and it will take shrewd business sense to turn the IPG market into a long-term, sustainable business.”
In-Stat/MDR has also found that:
Three key ingredients are needed for a successful IPG: an IPG application, access to detailed TV program listing data bases, and a way to get the data delivered out to the IPG so it can be used.
As more digital TV networks become available in a greater number of geographic regions, the opportunities for IPGs will expand around the world. Europe and Asia are expected to become major markets for IPG products.
Three key companies will ultimately have the staying power to succeed over the long term in the global IPG space: Gemstar-TV Guide, Microsoft and Tribune Media Services. There will still be sustainable business models for a host of smaller companies who can identify and command key niche opportunities.
Consumer Electronics Products are becoming targets for embedded IPGs that have program listings delivered using broadcast datacasting services, or wireless broadband connection services. Personal Video Recorders will drive this segment.
TV Guide is still in a position to define the agenda for the IPG market. Their large installed base, key customer relationships, and the power of TV Guide’s brand name will keep them in command for the immediate future. Microsoft, Tribune Media Services, and others, will be able to mount effective competition, and drive the industry forward.
The report, Interactive Program Guides (IPGs) – the “Killer App” for Enhanced TV (#IN0401193MB), provides in-depth discussion and analysis of the worldwide market for IPGs, with the market segmented into "network connected" IPGs and Consumer Electronics IPGs. The report provides detailed annual forecasts for the number of active "network connected" set top boxes using IPGs, and estimates for the annual value of recurring IPG fees, for four geographic regions. The report also provides detailed annual unit shipment forecasts for Consumer Electronic equipment that will provide one-time set up fees to IPG companies, and estimates the annual value of one-time set up fees for four geographic regions. The report concludes with a comparison of the annual value between the two main market segments.
> Story on Analyst Firm Website |
