Emerging markets are seeing increased potential in the television marketplace, with a new study from Informa Media claiming that there will be more than 93 million homes worldwide in the ’emerging TV’ category by the end of 2010.
Informa predicts that Africa and the Middle East will account for 43.7 million of this total, followed by Asia and the Pacific with 33 million. The Americans and Caribbean are forecast to make up 9.8 million, while Europe will sit at 6.6 million.
The report claims that previously neglected countries and regions are now much better placed to attract the attention of TV executives, with Informa putting this down to the country population concentration.
Currently, more than half of the world’s population is in Asia, with that proportion expected to increase to two-thirds over the next ten years. In comparison, the mature TV markets of North America and Western Europe account for just 8% of the world’s population.
Countries identified by Informa’s Emerging TV Markets report as having the most potential for TV investment included Costa Rica, Panama, Kazakhstan, Libya, Pakistan, Cambodia and Belarus.
Commenting on the findings, Adam Thomas, author of the report said: “While a good deal of attention has rightly been focused on the potential of the BRIC countries, another tier of countries is emerging that is starting to offer realistic opportunities for the broadcast sector.”
The US currently leads the world in the adoption of television related products, with Parks Associates showing the region to be enjoying strong growth in the uptake of technologies such as PVRs and digital cable (see US Leads TV Technologies Uptake).
Europe was placed behind North America and developed Asian countries, such as Japan, in adoption of consumer technologies
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