TV Channel Strategies on Internet

1. Evolution of the TV industry

• 1.1. Television, the ultimate mass medium
• 1.2. New TV viewing patterns
  • 1.2.1. Segmentation of the TV offer has made it possible to maintain overall viewing figures.....
  • 1.2.2. .....but is cutting into the top commercial channels' audience
  • 1.2.3. Prime time losing audience, but still the flagship slot
  • 1.2.4. On-demand and time-shifted viewing on the rise
• 1.3. TV market revenue: fundamentals remain stable, for now
  • 1.3.1. Pay-TV driving growth, as the video sector loses steam
  • 1.3.2. Traditional TV market nearing maturity
  • 1.3.3. The internet does not, however, currently pose a direct threat to the TV advertising market
• 1.4. IP: driving changes in media distribution
  • 1.4.1. Players on the production side: increased negotiating power?
  • 1.4.2. Channel operation and aggregation businesses and revenue under threat?
  • 1.4.3. Multiplication of TV distribution channels
  • 1.4.4. The growing role of the device
  • 1.4.5. New uses

2. Leading TV network strategies

• 2.1. Case studies: the top television networks
  • 2.1.1. NBC
  • 2.1.2. Fox
  • 2.1.3. ABC
  • 2.1.4. Groupe TF1
  • 2.1.5. Groupe M6
  • 2.1.6. ProSiebenSat.1 Group
  • 2.1.7. Groupe Antena 3
• 2.2. TV channels' positioning: a summary

3. Outstanding issues for TV channels

• 3.1. A change in the distribution sequence?
• 3.2. Reducing dependence on TV advertising and monetising new television offers?
  • 3.2.1. Emergence of new advertising models on the web
  • 3.2.2. Taking advantage of the market driver: pay-TV?
• 3.3. Will TV channels need to alter their schedules?
• 3.4. A new strategy for controlling content?
• 3.5. Taking control of TV aggregation services?

4. Guidelines

• Table 1: Breakdown of media consumption in the US
• Table 2: Channel TF1 indicators
• Table 3: Channel M6 indicators
• Table 4: Indicators for ProSieben and Sat.1 channels
• Table 5: Channel Antena 3 indicators
• Table 6: Fee-based diversification strategies employed by commercial TV channels

• Figure 1: Daily TV viewing time in the US
• Figure 2: Daily TV viewing time in a selection of European countries
• Figure 3: Segmentation of the TV offer in the US
• Figure 4: Viewing share for the top five channels in the big markets , 2000-2006
• Figure 5: Drop in prime time viewership in the US, 2000-2006
• Figure 6: Breakdown of viewership by time of day in the big markets
• Figure 7: Most watched broadcast and cable TV channels in prime time in the US (October 2006 - May 2007)
• Figure 8: Growth of personal TV in the US, 2003-2010
• Figure 9: Growth of personal TV penetration rates in the major European markets, up to 2012
• Figure 10: Growth of media market revenue (excluding radio) in the US (in million EUR)
• Figure 11: Growth of media market revenue (excluding radio) in Europe
• Figure 12: Breakdown of advertising spending in the US, 1996 vs. 2006
• Figure 13: Evolution of the TV distribution chain
• Figure 14: Estimated change in Hollywood studio revenue, by segment, 1990 vs. 2000
• Figure 15: Breakdown of the leading TV companies' revenue in 2006, by business area
• Figure 16: Penetration of TV distribution networks in France
• Figure 17: Multiplication of internet video devices
• Figure 18: NBC' s prime time schedule for 2007-2008
• Figure 19: Example of a Fox prime time schedule in late November 2007
• Figure 20: ABC' s prime time schedule for 2007-2008
• Figure 21: Structure of channel TF1' s annual programming schedule
• Figure 22: Structure of the annual M6 schedule
• Figure 23: Breakdown of the ProsiebenSat.1 group' s revenue, by source
• Figure 24: ProsiebenSat.1 group structure
• Figure 25: Breakdown of ProSiebenSat.1 turnover, by business area
• Figure 26: ProSiebenSat.1' s digital services at the end of 2006
• Figure 27: Teleporlared portal home page, with links to other Antena 3 group online video services
• Figure 28: Content distribution strategy
• Figure 29: RTL group' s multiplatform positioning strategy
• Figure 30: TV channels' internet business models
• Figure 31: TV channels online branding strategies
• Figure 32: TV channels' online content strategies
• Figure 33: Expansion of TV showing windows
• Figure 34: Example of a generalist TV channel' s dependence on advertising: the case of ProSiebenSat.1
• Figure 35: Example of an overlay on YouTube and interactive product placement in the series 24