Television
broadcasters are into TV broadcasting business since the inception of
TV. TV industry has seen a significant transformation with the
emergence of digital broadcasting and the Internet. With developing
digital ecosystem worldwide, and improving penetration of Internet,
online TV viewing has been increased in past decade. Although,
traditional pay TV still dominates the TV broadcasting market. The
transformation from analog to digital transmission is one of the
prime factors fuelling the growth of television
broadcasting market.
TV broadcasting
market is segmented on the basis of content delivery method and
revenue channel. On the basis of content delivery method, television
broadcasting market is segmented as analog, cable, DTT, IPTV and
satellite. Analog transmission technique is the conventional
broadcasting method, which uses analog audio/video signals for
delivery of content. Cable TV and satellite TV are the modern day
content delivery techniques, which came into effect post
international telecommunication union (ITU) digitization guidelines.
In terms of revenue channel, TV broadcasting market is further
classified as subscription fees, advertising, public revenue and
others (video-on-demand (VOD), e-learning, games, internet, etc.).
Revenue generated from advertisement is likely to be the key factor
in development of TV broadcasting industry.
To gain competitive
edge, businesses from all the major segments viz. telecommunication,
automotive, consumer goods often choose TV as the primary platform
for marketing their products. This advertising leads to significant
revenue generation and is one of the major growth driver for
television broadcast industry. Further, increasing consumer base,
owing to transformation from analog to digital signals is anticipated
to propel the growth of TV broadcasting market. Alongside this,
improving quality of media content such as introduction of 4K/UHD and
full HD signals on TV platform and widening adoption of HD content is
likely to fuel the growth television broadcasting market in near
term. Moreover, additional TV services such as VoD, e-learning and
online games, through TV is expected to complement the growth of
television broadcasting market throughout the forecast period.
However, shifting consumer preferences on TV viewing and rising
delivery content through internet and smartphone applications is
estimated to limit the growth of television broadcasting market. With
world going through digital switchover, large consumer base still
remain untapped with latest TV services such as VoD, e-learning etc.,
which offer huge market opportunities for the players involved in TV
broadcasting market.
On a global scale,
North America is likely to dominate in terms of penetration and
adoptability of modern-day television services. Further, cable and
satellite content delivery models are expected to dominate this
region. Furthermore, large part of the revenue is anticipated to be
generated from subscription fees of the TV services. Additionally,
countries from Western Europe such as the U.K., Spain, Germany and
Italy is likely to dominate the growth of television broadcasting
market in Europe region. However, with significant consumer base and
improving broadcasting infrastructure; Asia Pacific is likely to see
significant growth in coming years. By revenue channel, advertisement
is likely to hold majority of market share in global TV broadcast
market especially in Europe, Asia Pacific and Middle East and Africa
region. Furthermore, cable TV and satellite TV, contentment delivery
method are expected to show significant growth during the forecast
period.
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Some of the key TV
broadcasting groups are American Broadcasting Company (ABC), Columbia
Broadcasting System (CBS), The National Broadcasting Company (NBC),
The Fox Broadcasting Company, Manila Broadcasting Company, and Aereo,
Inc.
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