The Arrival of iDTV / Interactive Digital Television
TV-Based Web-Access And Possible Implications For The Internet World
- Art: Diplomarbeit
- Autor: Lars Kirchhoff
- Abgabedatum: Mai 2001
- Umfang: 84 Seiten
- Dateigröße: 1,1 MB
- Note: 1,0
- Institution / Hochschule: Brunel University Großbritannien
- ISBN (eBook): 978-3-8324-4622-2
-
ISBN (Paperback) :
978-3-8324-4622-2 P - ISBN (CD) :978-3-8324-4622-2 CD
- Sprache: Englisch
- Prämierung:
- Arbeit zitieren: Kirchhoff, Lars Mai 2001: The Arrival of iDTV / Interactive Digital Television, Hamburg: Diplomica Verlag
- Schlagworte: Internet, Internet-Fernsehen, Internet via TV, iDTV, Strategie
In den Warenkorb
58,00 €
Diplomarbeit von Lars Kirchhoff
Abstract:
With the recent emergence of Interactive Television (iTV) in Europe, the TV set will rival the PC as an interface for interactive services in the European home.
The purpose of this report is to look at the current situation and future prospects of Internet provision via TV in order to then identify possible changes within the traditional Internet world. Based on these findings, the study will give recommendations to Internet businesses regarding the appropriate choice of strategies to be pursued. In a first step, however, this report will introduce Interactive Television (iTV) and sum up its current and predicted market situation in Europe.
This report consists of five chapters. Chapter 1 provides an introduction to Interactive Television and the Internet and states why the Net on TV stands the chance to influence the PC-based Internet world. In Chapter 2a detailed picture of Interactive Television and its features is created. Further, the European TV landscape is analyzed, looking at the current situation and future prospects of Interactive Television. After an assessment of the implications of TV-based Internet access, possible changes in the traditional Internet world are indicated. Chapter 3 outlines the methods used for the information gathering process of the primary and secondary research. Chapter 4 complements and evaluates the information stated in Chapter 2 with insights obtained from three industry specialists. Finally, Chapter 5 summarizes the key findings of this report and gives recommendations to Internet ventures regarding the appropriate choice of strategy in order to exploit the opportunities arising from iDTV.
Table of Contents:
| DECLARATION OF ORIGINALITY | I | |
| EXECUTIVE SUMMARY | II | |
| ACKNOWLEDGEMENTS | IV | |
| TABLE OF CONTENTS | V | |
| TABLE OF FIGURES | VIII | |
| TABLE OF TABLES | IX | |
| CHAPTER 1: INTRODUCTION | 1 | |
| 1.1 | Intro | 1 |
| 1.2 | Introducing The Protagonists | 2 |
| 1.2.1 | What Is Interactive Television? | 2 |
| 1.2.2 | Internet - Some Facts And Figures | 3 |
| 1.2.2.1 | Medium Internet | 4 |
| 1.2.2.2 | Penetration And Growth | 5 |
| 1.2.2.3 | Access Devices | 6 |
| 1.2.2.4 | Commerce | 7 |
| 1.3 | iTV Might Have An Impact On The Internet World | 9 |
| 1.4 | Objectives And Scope Of The Study | 10 |
| 1.4.1 | Principal Aims | 10 |
| 1.4.2 | General Limitations | 10 |
| 1.4.3 | Geographical Scope | 10 |
| 1.4.4 | Technological Scope | 12 |
| CHAPTER 2: SECONDARY RESEARCH | 13 | |
| 2.1 | Introduction | 13 |
| 2.2 | Characteristics And Features Of iTV | 13 |
| 2.2.1 | Broadcasting And Interactivity | 13 |
| 2.2.1.1 | Television Transmission Technologies | 13 |
| 2.2.1.2 | Digital Broadcasting | 14 |
| 2.2.1.3 | Interactivity - The Return Path | 16 |
| 2.2.1.4 | The Set-Top Box | 17 |
| 2.2.2 | Interactive Services Offered Via Television | 18 |
| 2.2.2.1 | Enhanced Television (ETV) | 19 |
| 2.2.2.2 | Interactive-Television (iTV) | 20 |
| 2.2.2.3 | TV-Based Web Access | 22 |
| 2.2.2.4 | The TV Portal - The Viewer Interface | 22 |
| 2.2.3 | Summary | 23 |
| 2.3 | The Future Of Interactive Digital Television In Europe | 24 |
| 2.3.1 | The TV Landscape In Europe - The Transition To Digital Has Begun | 24 |
| 2.3.1.1 | Take-Up Rates For Technology | 24 |
| 2.3.1.2 | The Present Situation Of The European TV Market | 25 |
| 2.3.1.3 | Take-Up Considerations For DTV | 29 |
| 2.3.2 | The Step From DTV To iDTV | 30 |
| 2.3.2.1 | Not All DTV Is Interactive | 30 |
| 2.3.2.2 | Current And Forecasted Penetration Rates Of iDTV In Europe | 30 |
| 2.3.3 | Summary | 31 |
| 2.4 | Interactive Digital Television And The Internet | 32 |
| 2.4.1 | Threat Of Cannibalization | 32 |
| 2.4.2 | Internet On TV | 33 |
| 2.4.2.1 | TV vs PC | 33 |
| 2.4.2.2 | The Walled Garden | 35 |
| 2.4.3 | Touch Points Of iDTV And The Internet | 36 |
| 2.4.3.1 | Access | 36 |
| 2.4.3.2 | Advertising | 37 |
| 2.4.3.3 | Commerce | 38 |
| 2.4.3.4 | Content | 40 |
| 2.4.4 | Summary | 41 |
| CHAPTER 3: METHODOLOGY | 42 | |
| 3.1 | Introduction | 42 |
| 3.2 | Choice Of Method And Approach | 42 |
| 3.3 | Collection Of Data | 43 |
| 3.3.1 | Secondary Research | 43 |
| 3.3.1.1 | The Research Process | 43 |
| 3.3.1.2 | Sources Used | 43 |
| 3.3.2 | Primary Research | 45 |
| 3.3.2.1 | Selection Of Method | 45 |
| 3.3.2.2 | Obtaining The Data | 46 |
| 3.4 | Processing And Analyzing | 46 |
| CHAPTER 4: PRIMARY RESEARCH | 47 | |
| 4.1 | Introduction | 47 |
| 4.2 | Expert Interviews | 47 |
| 4.2.1 | Interview 1: | 47 |
| 4.2.2 | Interview 2: | 52 |
| 4.2.3 | Interview 3: | 55 |
| CHAPTER 5: CONCLUSION | 59 | |
| 5.1 | Introduction | 59 |
| 5.2 | Key Findings Of The Study | 59 |
| 5.2.1 | The iDTV Market In Europe | 59 |
| 5.2.2 | TV-based Internet Access | 60 |
| 5.2.3 | Implications For The Internet World | 60 |
| 5.3 | Recommended Strategies For Internet Players | 61 |
| 6 | APPENDICES | 64 |
| 6.1 | Appendix 1: DTV Adoption Rates In Europe | 64 |
| 6.2 | Appendix 2: Glossary Of Terminology | 65 |
| 7 | LIST OF REFERENCES | 68 |
In den Warenkorb
58,00 €
Link zur Arbeit:
http://www.diplom.de/ean/9783832446222
Arbeit zitieren:
Kirchhoff, Lars Mai 2001: The Arrival of iDTV / Interactive Digital Television, Hamburg: Diplomica Verlag
Schlagworte:
Internet, Internet-Fernsehen, Internet via TV, iDTV, Strategie
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