Digital Television Strategies Business Challenges and Opportunities

by Griffiths, Alan

• ISBN13: 9780333992951
• ISBN10: 0333992954
• Format: Hardcover
• Copyright: 2003-01-18
• Publisher: Palgrave Macmillan

Summary

In Britain, America, and many other countries, television audiences and advertising revenues are declining. At the same time digital television and new models are emerging. This book looks at the reinvention of television, and answers many essential questions about the future of this fickle industry.

Author Biography

Alan Griffiths is managing partner of e-communications, the online consultancy division of Chime plc.

Table of Contents

List of figures	ix
List of tables	x
Acknowledgements	xi
Interviewees	xii
Introduction Re-Inventing Television	1	(2)
What Is Digital Television, and Why Does It Matter?	3	(24)
Technology, communication and change	3	(9)
Sleeping with the enemy	12	(4)
The change it had to come	16	(11)
A View of the New Viewer	27	(15)
The fastest growing electronic medium of all time isn't television	27	(1)
Smart viewing	28	(2)
The four tribes	30	(8)
What does it mean?	38	(4)
Channel Wars	42	(15)
Slashing costs	42	(2)
Accounting gets in the way of theming	44	(2)
Grabbing a single big hit	46	(2)
Totally global is totally out of touch	48	(3)
Kellogg strategy	51	(3)
Channel pressures	54	(1)
Global vision, local management	55	(2)
The Peculiar Rise and Fall of the Platform Owners	57	(30)
What is a platform?	57	(2)
How a digital platform is built	59	(6)
Types of digital platform	65	(6)
What can go wrong?	71	(3)
What can go right?	74	(3)
Nothing is standard	77	(5)
The future of the set top box	82	(5)
Making Production Pay	87	(11)
Three-way impact	87	(2)
Hits	89	(3)
Genres and brands	92	(1)
Why bother with channels?	93	(5)
Watch Out America: You're Next!	98	(16)
New programmes for new audiences	98	(2)
How to get new audiences	100	(8)
The new audience: strong opinions, lightly held	108	(6)
The Commercial Breaks	114	(16)
Erosion	114	(2)
Grabbing niche eyeballs	116	(2)
Branding content	118	(5)
When is content `cool'?	123	(4)
The future of television advertising	127	(3)
Finding Business Models That Work	130	(25)
In the box	130	(1)
Out of the box	131	(2)
Working models	133	(22)
Killer Operators	155	(15)
Boxed in	155	(6)
Giving them exactly what they want - at a price	161	(2)
Two tuners and a disc	163	(5)
The death of the channel	168	(2)
The End of the Beginning	170	(14)
Politics	177	(1)
Viewers	177	(1)
Investors	178	(1)
Advertisers	179	(1)
Broadcasters	180	(4)
Appendix A Channels available in the $81.99 package offered by DirecTV, May 2002	184	(5)
Notes	189	(2)
Index	191