Europe leads the world in the interactive TV trial

SINGAPORE: While some parts of the world are still trying to understand what interactive TV means, and some other markets are still in its infancy as in the Asia Pacific region; it looks like Europe will set the rules of the new game. With more than 380 interactive services on air in 2006, Europe clearly leads the way.

As of now there are more than 50 million digital households across Europe and experts predict the number will go up to 125 million by 2010. Also, with growing consumer spend the gross margins (not turnover) is expected to cross 700 million Euros by 2010 with growing consumer spend.

Quoting from a study conducted by AFDESI (The French professional organization for interactive television), delegate Jean Dacie said, "Europe is definitely leading the way on the ITV market with most of the technologies developed there since the first trials which started in the UK in 1994/95 and first commercial ITV services which began in France in 97.

Just a look the figures reveals that UK is the largest market with 17.8 million subscribers followed by Germany, 11.2 million and France with about 8.7 million. In recent times, France has recorded the fastest ever technology adoption by users, with about 2 million DTT households one year after its launch. While BSkyB is the most profitable platform in the world for interactive services (660 million Euros in 2005) and UK is the country that has generated the highest revenues from interactivity yet.

The study reveals that with the analog switch-off planned by national governments by around 2010, UK will perhaps emerge as the only country with the near objective with 69 per cent of digital homes, which means 125 million households in western Europe will have digital TV.

With the standalone and enhanced TV services offered by ITV, consumers are already benefiting with the use of interactive services via TV like messaging, video conferencing, on demand extension of linear advertising breaks, betting live on broadcast sports and participating in quiz shows live apart from using utilities like bank services and shopping. The study says that there are more than 150 interactive services available in the UK. While advertisers are benefiting through well-executed interactive advertisements that can deliver benefits for brands.

So, what are the business models that are driving the European digital market.

"Premium calls (calls via the return path line of the set top box are charged a premium rate)
" Subscription (users contract a monthly subscription to services)
" advertisement and sponsorship
" Indirect profitability (the service cost is entirely supported by the operator)

In the UK, with more than 8 million set top boxes at the beginning of 2006, BSkyB records an average annual revenue per user of 33 Euros for its interactive services with a long term objective of 70 euros. With the growing number of digital TV homes, this is bound to go up by leaps and bounds

Latest Reads
Star ushers in IPL's new era with a bang

Star India is all set to reinvent the Vivo Indian Premier League (IPL) 2018 by increasing fan-engagement levels and bringing the sporting spectacle even closer to cricket fans across the country. The broadcaster’s press conference in Delhi today started with Sophia, a robot, in conversation with...

Television TV Channels Sports
Zeel numbers up on higher ad revenue in third quarter

The Subhash Chandra led Indian television network Zee Entertainment Enterprises Limited reported 11.5 percent and 28.3 percent increase in consolidated total revenue and profit after tax (PAT) respectively for the quarter ended 31 December 2017 (Q3-18, quarter under review) as compared to the...

Television TV Channels GECs
Ramdev wants telecast fees waived off for devotional channels

Baba Ramdev today took a shot at the government for imposing high tax on telecasting devotional TV channels.

Television TV Channels People
Be privy to a traditional ode to eternal love and longing with 'Tum Bin 2' on Sony MAX

Sony MAX, the leading Hindi movies channel from Sony Pictures Networks will be whipping up romance this January as it brings the sequel of the 2001 hit movie, ‘Tum Bin 2’ on 19th January at 8pm.

Television TV Channels Movie Channels
IRAA Awards Now accepting nominations

In its 12th consecutive year, the Indian Recording Arts Academy Awards (IRAA) 2018 will be hosted alongside the PALM Expo 2018 at the Bombay Exhibition Centre. The awards will once again recognize exceptional skills in music, soundtrack recording and mixing in Indian music for albums and movies.

Television TV Channels GECs
Network 18 PAT at Rs 114 million

Network18 Media & Investments (Network18) reported a marked improvement in its numbers for the quarter ended 31 December 2017. The consolidated revenue (net of revenue from joint ventures and associates) for the company declined marginally by 1.8 per cent year-on-year (yoy) to Rs 3660 million...

Television TV Channels News Broadcasting
Get Intriguing Insights into the human mind with 'Meet the Humans' on Sony BBC Earth

If you think human behavior is predictable, think again. In ‘Meet the Humans’, a show on Sony BBC Earth, starting January 22, at 8pm, a trio of experts led by Dr. Michael Mosely take a microscopic look at the human behavior and discover how incredibly unpredictable and complex humans are.

Television TV Channels Factual & Documentary
TV18 profits decline in third quarter

TV18 Broadcast Ltd (TV18), the subsidiary of the Mukesh Dhirubhai Ambani-controlled Network18 Media and Investments Ltd (Network 18), reported consolidated total income of Rs 10 crore for the quarter ended 31 December 2017 (Q3-18) as compared with income of Rs 23.6 crore for the corresponding year...

Television TV Channels GECs
Applause Entertainment to produce series on 2016 surgical strikes

MUMBAI: Applause Entertainment is making all the right moves.

Television Production House Non-Fiction

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories