TV 2.0

Table of Contents

1. The shift to TV 2.0...

• 1.1 What is a TV service, really?
• 1.2 Online behaviour: current trends
• 1.3 What does Egocasting mean?
• 1.4 A selection of emblematic TV 2.0 initiatives

2. Are viewers ready for TV 2.0?

• 2.1 Media consumption structure
• 2.2 TV viewing habits
• 2.3 Web browsing patterns
• 2.4 Willingness to pay for media services

3. What tools and technologies for TV 2.0?

• 3.1 Online TV/video viewing technologies and software
  • Streaming, downloading,multicasting....
  • Consumer software
  • Technologies for businesses
• 3.2 Progress made in digital home networks
• 3.3 Internet and Place-shifting

4. A diverse online video offer... with little appeal

• 4.1 What type of content?
  • Amateur content
  • TV shows and movies
  • Programmes created specifically for the Web
• 4.2 Which services?
  • Video search engines
  • Viral video platforms
  • Web TV and Web TV directories
  • VOD services
  • Other services

5. Redeployment and new approaches to advertising

• 5.1 Growth of online advertising investments
• 5.2 Increasingly efficient online advertising tools
  • Internet audience measurement
  • New online advertising formats
  • New tools for advertisers

6. Increasing availability and appeal of programmes and services on the Web?

• 6.1 Changes to copyright and regulations governing the use of video content
  • The notion of copyright
  • Copyright at the heart of debates
    • the DMCA in the US
    • the EUCD in Europe
    • Debate in France over the DADVSI law
• 6.2 Progress made in DRM
• 6.3 The need to change media chronology

7. Player strategies: choosing the right business model

• 7.1 Top Internet brands
• 7.2 TV' s traditional players
• 7.3 Studios and production companies
• 7.4 Viral video platforms
• 7.5 ... and the rest.

80 Conclusions: how can TV in to this new environment?

• 8.1 What conditions for the emergence of TV 2.0?
• 8.2 TV 2.0 development scenario
• 8.3 Keys to success