October saw different technologies emerging in the television marketplace, with the MediaTelINSIGHT TV Technology seminar bringing the issues associated with these to the forefront of a heated and topical discussion.
The seminar identified six main technologies transforming the television arena; personal video recorders (PVRs), video on demand (VoD), high definition television (HDTV), interactive TV (iTV), internet protocol TV (IPTV) and mobile TV (see
Emerging Technologies In The TV Marketplace).
Interactive TV was pigeon-holed as becoming an increasingly important part of the media-mix, with the panellists ear-marking its engaging properties for attracting and drawing in viewers (see iTV Captures TV Viewers).
A report published during October by US analyst, eMarketer, showed the Asia Pacific region to be leading the way in terms of the television market, with figures revealing that China alone accounts for over a third of all television households Worldwide (see Asia Pacific Leads TV Market).
In-Stat confirmed the areas’ affiliation with new technology, releasing data forecasting internet protocol (IP) video services to rise by nearly 80% annually over the next five years, with the market’s revenues predicted to reach $4.2 billion by 2010 (see Asia Pacific To See IP Reach $4.2 Billion By 2010).
Looking at other technologies, a report from JupiterReasearch predicted massive growth for high definition TV (HDTV), with its U.S. HDTV Forecast 2005 to 2010 projecting 63% of American households to own a high definition screen by 2010 (see HDTV To Dominate TV Sales By 2010).
October also saw the UK Internet Advertising Bureau (UK IAB) and PricewaterhouseCoopers (PwC) release estimates predicting internet advertising expenditure in the UK to exceed the £1 billion mark by the end of 2005 (see UK Online Adspend To Pass £1 Billion).
Meanwhile, the latest IPA Bellwether Report was not so optimistic, showing that marketing budgets for Q3 of 2005 were cut for the second quarter running, dropping at the fastest rate since the Iraq war in 2003 (see Q3 2005 Bellwether: Marketing Budgets Continue To Drop).
The report predicted adspend growth to remain weak in the final quarter of 2005, with marketing growth for 2005-2006 shown to be less strong than originally anticipated, although still expected to rise.
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