Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Future Opportunities
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- Tune in, demand and flop out
- Mintel trend: Over-Optioned Consumers
- What's it about?
- Opportunities
- Interactive elders
- Mintel trend: Constant Change
- What's it about?
- Opportunities
- Nostalgia rules
- Mintel trend: Nostalgia
- What's it about?
- Opportunities
Market in Brief
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- Multi market moves on up...
- ...but faces a worsening economy
- Online viewing drives engagement
- Piracy threats
- Advertising revenues squeezed
- Competition comes in many forms
- Sky under review
- Young are key adopters
- Entertain me but keep it light
- Product development leads the way
Internal Market Environment
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- Key points
- Digital switchover key market driver
- Freeview grows and improves its offer...
- …whilst Freesat is launched
- Internet penetration – a double-edged sword
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- Figure 1: British internet penetration at home/work/place of study or elsewhere, by gender, age, socio-economic group, region and working status, 2003-08
- Broadband boom – the pros...
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- Figure 2: UK broadband penetration, 2004-08
- …and the cons
- Viewing hours on the up...
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- Figure 3: Trends in average daily viewing hours per person, by quarter, 2004-08
- ...but advertising revenues under threat
- Ofcom investigation into pay-TV industry drags on...
- ...whilst Sky’s stake in ITV is in question
Broader Market Environment
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- Key points
- Online adspend rockets
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- Figure 4: Advertising expenditure, at current prices, 2003-07
- Economic effects
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- Figure 5: Trends in personal disposable income and consumer expenditure, 2003-13
- Age structure impacts products, services and programming
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- Figure 6: Trends in the age structure of the UK population, by gender, 2003-13
- Greying population to boost daytime TV
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- Figure 7: Forecast adult population trends, by lifestage, 2003-13
- ABC all the way
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- Figure 8: Forecast adult population trends, by socio-economic group, 2003-13
Competitive Context
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- Key points
- Highest spend on out-of-home activities
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- Figure 9: Consumer expenditure on selected leisure goods and activities, 2002-07
- Video gaming now a mainstream activity
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- Figure 10: Sales of video game hardware/software, 2003-13
- Spending priorities
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- Figure 11: Expenditure priorities, 2007 and 2008
- Growth of IPTV
Strengths and Weaknesses in the Market
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- Strengths
- The analogue switch-off
- Bundling
- Convergence
- On-demand/interactive services
- Affordable technology
- Programming
- Weaknesses
- Piracy
- Threats to advertising income
- IPTV provision
- Economic crisis
Who's Innovating?
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- Key points
- Project Kangaroo...
- ...and a blank canvas
- Advertising innovations
- You’ve had HDTV, now what about 3DTV?
- Standalone online access
- View online before TV
- BBC looks to IPTV
Market Size and Trends
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- Key points
- Industry growth driven by Freeview
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- Figure 12: UK multichannel TV households, by platform, 2002-08
- Past
- Present
- The future
- Digital take-up more than doubled since 2002
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- Figure 13: Take-up of digital TV services, by platform, 2002-08
Segment Performance
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- Key points
- Freeview hits top spot
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- Figure 14: Platform share among main TV sets, Q1 2008
Market Share
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- Key points
- Terrestrial channels lose out to non-terrestrial rivals
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- Figure 15: Viewing share, by channel, 2002-07
- Terrestrial channels retain their rank
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- Figure 16: The top channels, by share in multichannel homes, 2002 and 2007
Companies and Products
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- Key points
- British Sky Broadcasting (BSkyB)
- Channel 4
- ITV
- UKTV
- Virgin Media Television
Brand Elements
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- Brand map
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- Figure 12: Attitudes and usage of multichannel TV provider brands, December 2008
- BSkyB
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 13: Attitudes towards the Sky brand, December 2008
- Virgin Media
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 14: Attitudes towards the Virgin Media brand, December 2008
- BT Vision
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 15: Attitudes towards the BT Vision brand, December 2008
- Freeview
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 16: Attitudes towards the Freeview brand, December 2008
- Brand qualities of multichannel TV provider brands
- Sky highly entertaining but Freeview the most user-friendly
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- Figure 17: Personalities of various multichannel TV provider brands, December 2008
- Experience of multichannel TV provider brands
- Freeview edges out Sky in terms of usage
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- Figure 18: Consumer usage of various multichannel TV provider brands, December 2008
- Brand intentions for multichannel TV provider brands
- Virgin Media shows the highest potential for future usage
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- Figure 19: Consideration of various multichannel TV provider brands, December 2008
- Brand momentum for multichannel TV provider brands
- Freeview is gaining most ground
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- Figure 20: Momentum of various multichannel TV provider brands, December 2008
- Brand motivation for multichannel TV provider brands
- Sky appears to be the brand for new technology
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- Figure 21: Motivation for choosing various multichannel TV provider brands, December 2008
- Brand satisfaction for multichannel TV provider brands
- Sky viewers are the most satisfied
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- Figure 22: Satisfaction with various multichannel TV provider brands, December 2008
- Brand commitment to multichannel TV provider brands
- Freeview rivals Sky in terms of recommendation
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- Figure 23: Commitment to various multichannel TV provider brands, December 2008
- Round-up
The Consumer and Which Services They Use
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- Key points
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- Figure 24: TV services/providers subscribed to/have at home, December 2008
- Sky high earners...
- ...Freeview savers
- Entertainment most regularly watched
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- Figure 25: Programming subscribed and watched regularly, by services subscribed to/owned at home, December 2008
- No time for music
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- Figure 26: Programming subscribed to but don’t watch regularly, by services subscribed to/own at home, December 2008
- A mixed bag for interactive services
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- Figure 27: Use of interactive services, by services subscribed to/owned at home, December 2008
The Consumer and Interactive Services
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- Key points
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- Figure 28: Usage of interactive services, December 2008
- Interactive ideal for busy lifestyles
- AB interactive
The Consumer and Attitudes towards Digital TV Providers
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- Key points
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- Figure 29: Attitudes towards digital TV providers, December 2008
- What the young ones want
- Sky vs Virgin
- Sky customers looking to save money
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- Figure 30: Services subscribed to/owned at home, by attitudes towards digital TV providers, December 2008
The Consumer and Type of Programmes Watched
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- Key points
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- Figure 31: Programming subscribed to/watched on a regular basis, December 2008
- Battle of the sexes...
- ...and the generation game
- Sky’s the limit
The Consumer and Viewing Habits
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- Key points
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- Figure 32: Frequency of TV viewing, December 2008
- Affluent and young = selective viewers
- Viewing habits by type of programming would like to subscribe to
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- Figure 33: Which programming would you like to subscribe to, by frequency of watching TV, December 2008
- Viewing habits by type of programming watched regularly
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- Figure 34: Programming subscribed to and watched regularly, by frequency of watching TV, December 2008
- Viewing habits by type of programming watched infrequently
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- Figure 35: Programming subscribed to but not watched regularly, by frequency of watching TV, December 2008
- PC linked to TV favoured by occasional viewers
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- Figure 36: Services subscribed to/owned at home, by frequency of watching TV, December 2008
The Consumer and How TV is Viewed
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- Key points
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- Figure 37: How TV is viewed, December 2008
- Viewing when, where and how you want
- Online adapters
- Sky customers embrace new technology
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- Figure 38: Services subscribed to/owned at home, by statements about TV viewing, December 2008
Appendix – The Consumer and Which Services They Use
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- Figure 39: Most popular TV services/providers subscribed to/have at home, by demographic sub-group, December 2008
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- Figure 40: Next most popular TV services/providers subscribed to/have at home, by demographic sub-group, December 2008
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Appendix – The Consumer and Interactive Services
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- Figure 41: Usage of interactive services, by demographic sub-group, December 2008
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Appendix – The Consumer and Attitudes towards Digital TV Providers
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- Figure 42: Most popular attitudes towards digital TV providers, by demographic sub-group, December 2008
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- Figure 43: Next most popular attitudes towards digital TV providers, by demographic sub-group, December 2008
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Appendix – The Consumer and Type of Programmes Watched
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- Figure 44: Frequency of TV viewing, by demographic sub-group, December 2008
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Appendix – The Consumer and Viewing Habits
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- News/current affairs
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- Figure 45: News/current affair programming subscribed to/watched on a regular basis, December 2008
- Sport
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- Figure 46: Sport programming subscribed to/watched on a regular basis, December 2008
- Films
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- Figure 47: Films subscribed to/watched on a regular basis, December 2008
- Entertainment/variety
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- Figure 48: Entertainment/variety programming subscribed to/watched on a regular basis, December 2008
- Children/cartoon
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- Figure 49: Children/cartoon programming subscribed to/watched on a regular basis, December 2008
- Documentaries/factual
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- Figure 50: Documentaries/factual programming subscribed to/watched on a regular basis, December 2008
- Music
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- Figure 51: Music programming subscribed to/watched on a regular basis, December 2008
- Music
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- Figure 52: Music programming subscribed to/watched on a regular basis, December 2008
Appendix – The Consumer and How TV is Viewed
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- Figure 53: Most popular ways of how TV is viewed, by demographic sub-group, December 2008
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- Figure 54: Next most popular ways of how TV is viewed, by demographic sub-group, December 2008
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