NTL Broadcast Predicts Bright Future For Streaming

NTL Broadband is predicting a positive future for media streaming in the broadcast industry, following its annual customer survey, which revealed that those working in the industry see streaming media as a way to reach new audiences in the medium term.

Simon Mason, head of new product development at NTL Broadcast, commented: “Streaming is certain to become increasingly prominent as a means of reaching audiences, and it is encouraging that the majority of broadcasters and programmers also see a potential move in this direction. Indeed, production companies are already exploiting the medium, ahead of mass broadband penetration. Now that broadband connection is really taking off, the demand for streaming media will experience a massive acceleration.”

The research was conducted among NTL Broadcast’s fixed and occasional services clients, including the ITV companies, BBC, Turner and MTV. It found that 79% of all broadcasters believe streaming will be important to the future of broadcasting. Among satellite programmers this figure rose to 83%.

72% of programmers and 61% of broadcasters saw streaming as a way of targeting new viewers, with music and news considered the most suitable content for streaming by both groups.

Widespread adoption of this form of delivery is not going to happen overnight, however. Only 15% of broadcasters and 30% of programmers thought that streaming would be a viable platform for broadcast content within the next 18 months. 70% of broadcasters and 56% of programmers had their money on 2-5 years being a more realistic time span for it to be fully developed.

NTL: 01252 402 000 www.ntl.co.uk

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