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Niche is the kingNiche is the king
Market trends in digital tv market
EGTA Thematic DayEGTA Thematic Day
Rome, April 20th,...
Part I - TrendsPart I - Trends
www.cineca.it
How many TVs?
Cable
Digital
Terrestrial
Digital
Satellite
Media
Centers
Net TV
Video
Podcast
IPTV
P2P
Digita...
www.cineca.it
Collateral effects
audience fragmentation
change the place where viewers watch tv
democraticization of conte...
www.cineca.it
The end of prime time …
www.cineca.it
TV 2.0
www.cineca.it
User generated contents
www.cineca.it
Viewers Evolution
“Couch potato” Digital native
www.cineca.it
Tv small audiences, web 2.0 and
Long Tail distribution
“Markets are
conversations”
Niches are
markets
Niches...
Part II - IdeasPart II - Ideas
www.cineca.it
Lessons we can learn
(Satellite Thematic Channels 2.0?)
Use integrated approach to content delivery
Enable a...
www.cineca.it
Tv sites
www.cineca.it
Innovative applications
Bologna, Rimini and Modena
Italian provinces
www.cineca.it
T-advertising
Formats:
 Interactive spot with overlay
 Telepromotion in a splitted
screen
 Tv banners
 D...
www.cineca.it
Why open standards
Not only proprietary middlewares …
Benefits:
 Cause a wider adoption of interactive serv...
www.cineca.it
MHP Adoption Map
Part III - ExperiencesPart III - Experiences
www.cineca.it
Innovative service in Poland
Osmosys provides complete
MHP-based systems solution to
ITI Neovision, Poland
(...
www.cineca.it
CINECA
DVB-S MHP test in Turkey
Forniture of an MHP object carousel server to TRT for
testing purpose in D-s...
www.cineca.it
DVB-S MHP regional trial
in Italy
www.cineca.it
Rete Veneta
www.cineca.it
Chinese
operator
Brazilian
Universities
Spanish itv
operators
www.cineca.it
Via Magnanelli, 6/3
Casalecchio di Reno
(BO)
r.ciacci@cineca.it
Roberto Ciacci
Business Development Manager
...
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EGTA Thematic Day on niche channels

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My speech at European meeting in Rome of EGTA members.
Rome, Aprile 20th 2007

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EGTA Thematic Day on niche channels

  1. 1. Niche is the kingNiche is the king Market trends in digital tv market EGTA Thematic DayEGTA Thematic Day Rome, April 20th, 2007Rome, April 20th, 2007
  2. 2. Part I - TrendsPart I - Trends
  3. 3. www.cineca.it How many TVs? Cable Digital Terrestrial Digital Satellite Media Centers Net TV Video Podcast IPTV P2P Digital Signage Mobile Mainstream Analogue TV Social Thematic Personal On demand Pay per view/time/ subscription Nomadic Closed user groups cached broadcast Time shifted Hybrid
  4. 4. www.cineca.it Collateral effects audience fragmentation change the place where viewers watch tv democraticization of contents … And …
  5. 5. www.cineca.it The end of prime time …
  6. 6. www.cineca.it TV 2.0
  7. 7. www.cineca.it User generated contents
  8. 8. www.cineca.it Viewers Evolution “Couch potato” Digital native
  9. 9. www.cineca.it Tv small audiences, web 2.0 and Long Tail distribution “Markets are conversations” Niches are markets Niches are conversations?
  10. 10. Part II - IdeasPart II - Ideas
  11. 11. www.cineca.it Lessons we can learn (Satellite Thematic Channels 2.0?) Use integrated approach to content delivery Enable anywhere, anytime, anydevice access to contents Allow user generated contents Enable interactive services
  12. 12. www.cineca.it Tv sites
  13. 13. www.cineca.it Innovative applications Bologna, Rimini and Modena Italian provinces
  14. 14. www.cineca.it T-advertising Formats:  Interactive spot with overlay  Telepromotion in a splitted screen  Tv banners  Dedicated Advertiser Location (D.A.L.) a.k.a. “tv site” Major benefits:  Great product placement  T-shopping  Ad campaign effectiveness
  15. 15. www.cineca.it Why open standards Not only proprietary middlewares … Benefits:  Cause a wider adoption of interactive services  Allow the distribution of your interactive services over different networks (DTT and satellite) and tv channels  Higher ROI for advertisers
  16. 16. www.cineca.it MHP Adoption Map
  17. 17. Part III - ExperiencesPart III - Experiences
  18. 18. www.cineca.it Innovative service in Poland Osmosys provides complete MHP-based systems solution to ITI Neovision, Poland (Osmosys.tv press release – February 26th, 2007) See also: www.n.pl  Push Video-On-Demand (Push-VOD)  High Definition (HD) head-end  Interactive services based on MHP platform
  19. 19. www.cineca.it CINECA DVB-S MHP test in Turkey Forniture of an MHP object carousel server to TRT for testing purpose in D-smart project. Sat expo 2006 Interactive services on a satellite tv channel based on MHP open standard
  20. 20. www.cineca.it DVB-S MHP regional trial in Italy
  21. 21. www.cineca.it Rete Veneta
  22. 22. www.cineca.it Chinese operator Brazilian Universities Spanish itv operators
  23. 23. www.cineca.it Via Magnanelli, 6/3 Casalecchio di Reno (BO) r.ciacci@cineca.it Roberto Ciacci Business Development Manager http://www.robertociacci.it/blog/

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