To: BillyG who wrote (48549 ) 2/5/2000 10:49:00 AM From: John Rieman Respond to of 50808
iDTV in Europe.........................................digitalbroadcasting.com {9675464E-DA83-11D3-8C1C-009027DE0829}&Bucket=HomeLatestHeadlines Rapid DTV Adoption Will Force European Businesses to Broaden Internet Strategy, Study Finds More... FCC Denies Sinclair Petition Study Predicts FPDs Will Surpass Cathode Display Tubes in Display Market by 2005 Avid Revenues Struggle Through Reorganization Rapid DTV Adoption Will Force European Businesses to Broaden Internet Strategy, Study Finds MSTV Votes to Support VSB and Dismiss Sinclair Petition William Kennard to Address FCC Chairman?s Breakfast at NAB2000 2/4/00 One in three homes in Western Europe will receive digital television (DTV) by 2003 forcing businesses to develop a multi-platform strategy to take advantage of the creative opportunities and limit the anticipated disruptions DTV will bring, according to research released by Jupiter Communications Inc. (London, UK). In doing so, business ventures will reach consumers wherever they choose to shop. With the penetration of interactive DTV (iDTV), the PC will no longer be the sole channel for interactive products and services for European consumers. Online users will access the Internet and shop on iDTV, as well as on other interactive devices, such as mobile phones with Web browsers; but they will use the devices in different ways making the platforms complementary rather than competitive. The new research predicts rapid growth in iDTV for most markets across Western Europe: ?As TV shifts from analog to digital transmission, iDTV will become a mass-market platform because consumers will receive interactive services free of charge as part of new digital video broadcasts,? says Evan Neufeld, vice president of international research at Jupiter. ?However, interactive DTV services are being introduced gradually, and not all digital TV broadcasts will have robust interactive services in the short term.? The report finds that: DTV usage will increase from 7% in 1999 to 33% by 2003 in Western Europe. The number of households with DTV access will more than quadruple, increasing from 11.3 million in 1999 to 50.8 million by 2003. The UK, Denmark, and Germany will enjoy the highest DTV penetration accounting for 52%, 41%, and 40% of households, respectively. Source: Jupiter Communications In addition, companies operating in Europe will have to broaden their PC-based Internet strategy into a multi-platform interactive strategy to take into account how iDTV and smart phones affect the Internet. This will require businesses to understand the ways in which TV differs from the Web, while learning what lessons apply across platforms. For more information on Jupiter?s research, call +44 (0)207 747 0527 . Edited by Meredith Lockard