Latin America economic progress & tech innovations driving TV-services growth

Television services in Latin America will grow by double digits over the next five years, outpacing service growth in Asia and other emerging markets.

The report, Television Services: Global Outlook (2nd Edition) reveals the Latin American region will achieve a cumulative annual growth rate of 10% through 2014, compared to less than two percent in Western Europe and North America. Already major players are seeing better-than-expected results. DirecTV recently tripled its quarterly Latin America subscriber additions, due in part to demand for World Cup coverage.

While Asia and Eastern Europe are exciting emerging markets, Latin America will be the next land of opportunity for television services. Growth in the region and technological innovations, as well as changes in TV service regulations, will help fuel the boom in the area’s consumer television services. Over the next few years, we will see advanced services including IPTV, interactive features, and even 3D TV introduced into these markets.

Telefonica and other telcos are anticipating legal changes in Brazil and Argentina that will allow them to offer television services. Colombia, one of the few countries to allow telcos to provide TV services, has seen increases in competition and service variety as a result, including gaming and other interactive TV features. Parks Associates’ analysts report Net and Telefonica in Brazil and Cablevision in Argentina have demonstrated trials of 3DTV.

Opposition to Project Canvas

As Project Canvas moves closer to reality, those that have the most to lose are mounting their opposition to the initiative. The Wall Street Journal today writes that Six TV, the largest holder of local TV licenses in the UK, has requested an investigation of Project Canvas by Ofcom. Six is not one of the member companies involved in Canvas and fears that the initiative will reinforce the dominance of the UK's traditional broadcasters.

Virgin Media and IP Vision have also lodged protests with Ofcom in hopes of slowing or derailing Canvas. Virgin is the UK's leading cable firm, and IP Vision currently sells its own Internet TV set top box. Reportedly BSkyB, the major DTH provider in the UK, may file a protest of their own.

In a very competitive market, opposition to Project Canvas is not surprising and will likely increase as we draw closer to the 2011 launch of Canvas-based boxes and services.

Advanced Advertising Session addresses new content distribution models, ad solutions, and revenue opportunities

Parks Associates is hosting a special research presentation, “Advanced Advertising: Engaging the Digitally Connected Generation,” sponsored by Chase Paymentech, on Wednesday, May 5, at Digital Hollywood in Santa Monica, Calif.

Parks Associates estimates revenue from addressable, interactive TV advertising will reach $133 million in 2010 and will increase to $4.3 billion by 2014. Digital media technologies (DVR, advanced TV, Internet, and mobile) have changed the game for service providers, technologists, content owners, and advertisers, creating new content distribution models, ad delivery solutions, audience measurement capabilities, and revenue opportunities.

Join Heather Way, Research Analyst, Parks Associates, as she will discuss strategies for industry players and investors to capitalize on digital media platforms and services in order to build revenues and increase consumer engagement.

Parks Associates will be in Booth #2 during Digital Hollywood, May 3-6.

Request your complimentary pass to attend the research presentation by completing this online form.

Addressable, interactive TV advertising revenue will reach $133 million in 2010

Sixty seven percent of all U.S. TV households (HHs) subscribe to a digital TV service. Digital cable and satellite television cumulatively account for over 65% of the pay TV market in the U.S. At the end of 2008, there were approximately 2.9 million Telco/IPTV subscribers. Parks Associates estimates addressable, interactive TV advertising revenue will reach $133 million in 2010. By 2014, U.S. addressable, interactive TV advertising revenue will reach approximately $4.3 billion.

Register today for the webcast on March 25 and learn more about advanced TV advertising.

Advanced TV ad revenues to top $4 billion in 2014, as digital TV providers capitalize on demand for VOD and DVRs

The pay-TV industry will start to see success in advanced TV advertising beginning mid-2010, with U.S. revenues topping $130 million by year-end, according to the new Parks Associates report Addressable, Interactive TV Advertising in the U.S.

Consumer demand for time-shifted TV viewing on VOD and DVR service platforms, combined with the broad deployment of Canoe Ventures’ national addressable TV advertising platform, will drive the growth in advanced TV advertising. By 2014, U.S. addressable, interactive TV advertising revenue will exceed $4 billion, accounting for nearly 12% of total cable, DBS, and telco TV ad revenue.

Advanced TV advertising includes traditional linear 30-second ads and non-linear ads that include VOD and DVR advertising and interactive formats, such as overlay, tags, IPG banners, microsites, RFI, showcases, and telescoping.

Addressable, Interactive TV Advertising in the U.S. highlights the key advanced TV advertising industry players and examines the business and technology drivers shaping the advanced television services segment. In addition, the report studies the existing business models and discusses how the models will change to accommodate addressable and interactive TV advertising solutions. The report concludes with advertising revenue forecasts, implications, and recommendations for industry investors.