As the television broadcasting industry moves towards 100% digital signal saturation
the industry is coming to the crossroads where the viewing audience and their
choices will determine the course. By end-2013 the digital TV signals will have
become the norm as analogue TV broadcasting ceases. The subscription TV (STV)
has had both satellite and cabled networks in digital for some time. The final
bastion of the analogue transmission spectrum may remain in use for many
decades before we hear finally digital radio across all of Australia.
Currently at the television crossroads, we see big TV and its traditional
FTA viewing mediums incurring greater debts and losses in market capitalisation
as big TV is driven by market share reporting. Nevertheless the FTA industry is
working hard not to be left behind and is to moving into the digital media
arena. Catchup TV is gaining greater accessibility for viewers on the move,
using WiFi and the mobile networks to retain viewers.
Interactive TV (iTV) is slowly getting a push by the FTA broadcasters as
they use social media platforms to gain viewer interactivity, feedback and
thereby the ability to target ads to these interactive users. However, concerns
still remain about the emergence of a sustainable revenue model and the current
lack of unified technical platforms, but using the web and apps may provide a
solution using the Social TV platform.
The biggest pay TV operator, FOXTEL, has been at the crossroads for some
years now and seems to have stalled as household penetration languishes. In
2012 we saw the merger of AUSTAR into FOXTEL and since that time its revenue
has risen on a year-on-year basis. By 2013 pay TV household penetration
continues to fall and BuddeComm sees is unlikely to reach 30% for a number of
years if the current STV practices continue.
BuddeComm believes that aiming STV services that are affordable will
eventually see the subscribers come. Up until now, the traditional IPTV
products by ISPs have failed to attract large user bases – in 2013 there are
now only some 65 million users globally, and some 300,000 of these are in Australia.
But the uptake of services through IPTV services such as FetchTV is starting to
see an increase in numbers.
We are seeing correlation between the availability of high-speed broadband
and IPTV usage and it is envisaged that a FttH-based NBN will drive new IPTV
developments. The current IPTV models will need to be changed with the
increased penetration of smart TVs. The rapid growth of smartphones and tablets
is also giving this market a boost, as well as new business models such as
pay-per-view. New IPTV services are already being streamed over these devices,
as well as over gaming devices.
Advertising expenditure in Australia in the radio, FTA and STV markets is
continuing to increase overall as is the expenditure by the businesses and
consumers in this marketplace. However advertising spend in the radio sector
radio decreased overall in 2012 but is expected to remain steady into 2013. The
STV spend of advertising has been increasing, as the ad market sees these
viewers having a greater disposable income.
Digital radio operates in the five capitals around Australia and with trial
extension granted in Canberra and Darwin until July 2013. Digital radio
listeners continue to increase by around 30% on a year-on-year basis while time
spent listening to DAB and streaming internet radio also increase. Digital
radio equipment sales and greater choice of availability for the home is also
seeing more vehicle manufacturers entering the market.
For more information see – Australia- Broadcasting - Digital TV, Pay TV, IPTV
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